National Geographic promotes Journey of Man on WRN

by Staff,, Brand Republic 06-Dec-02, 16:00

LONDON – The National Geographic Channel is using World Radio Network to promote its ground-breaking 'Journey of Man' documentary, which sets out to answer one of the biggest mysteries of the human race, 'where do we come from?'.

The campaign, which runs until Sunday December 15 and includes on-air spot advertisements and online banner ads, advances WRN's recent efforts to attract advertisers keen to reach an ABC1, globally minded audience.

The 30-second audio spots will play on an hourly rotation during the station's peak listening hours of 7am-10am and 6pm-10pm and every two hours at all other times on WRN in the UK.

The final ad will be broadcast just prior to the start of the 'Journey of Man' programme at 9pm on Sunday December 15.

'Journey of Man' features Dr Spencer Wells, an American anthropological geneticist who, using DNA clues from blood samples, seeks to prove his theory that we are all descended from a single man in Africa 60,000 years ago.

The creative has been specifically developed for the campaign on WRN, which broadcasts news and current affairs programmes sourced directly from 25 international public broadcasters including National Public Radio in the US, Radio Canada International and Radio Australia.

Marc Ollington, UK marketing manager for National Geographic Channel, said: "The 'Journey Of Man' programme is an important and exciting television event for all concerned. We are therefore delighted to advertise on WRN and to use their creative contacts and expertise. This can only help to enhance both our brands and the programme message."

The on-air ads are written and produced by sound design house Delicious Digital, who have previously worked on radio campaigns for Pizza Hut and regularly compose music and design sound for BBC Radio 2 and 6 Music.

Tim Ayris, WRN's marketing manager, said: "WRN offers National Geographic access to an audience with a profound interest in programming that takes them on global journeys and challenges their understanding of the world."

In the UK, WRN is available on Sky Digital, Telewest and NTL. Founded in 1992, WRN is headquartered in London and its English-language network is available across Europe, Africa and the Middle East, Asia Pacific and North America.

WRN was the first UK broadcaster to make its audio services available on the internet.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.