Discovery launches seven-figure push

By Allison Brodie

The Discovery Channel has launched a seven-figure marketing campaign to promote the brand in the UK.

The integrated campaign, launched this week, runs across cinema and outdoor advertising in the Greater London area as well as national press and online activity.

It follows major research on the Discovery Channel brand commissioned last year through the Henley Centre.

A second phase of activity is set to include a terrestrial TV campaign later in the year.

The creative element of the campaign aims to target the natural human curiosity in the world around them, using the strapline: "You've just 'Got to know'".

The print campaign focuses on key Discovery Channel programmes and the ambient outdoor activity runs in all main-line London railway stations and bars.

The creative for the campaign was developed in-house with media planning and buying by Starcom Motive.

Alanna Carty, Discovery Networks Europe UK director of marketing and PR, said: "This is the most significant integrated brand campaign and spend on brand communication in the UK for the past four years.

"The campaign itself follows months of highly well thought-out and researched ideas we feel encompass our thinking on what the Discovery Channel means to our viewers."

This article was first published on Media Week