Scripps Networks overhauls international travel channel
Editor | 25-03-2013
A new brand identity, new programming and new scheduling are among the outcomes of a brand refresh across all international territories by Scripps Networks Interactive’s Travel Channel.
Said to be most radical overhaul in the channel’s history, Scripps said that following its acquisition of Travel Channel International a year ago its ambition was to bring the channel more in alignment with the overall Scripps brand, strategically unifying Scripps’s extensive library of content with new local commissions.
As a part of the overhaul, a newly enhanced schedule will see in excess of 400 hours of content added. Six new programming genres will be revealed as part of the channel’s fresh new look and feel - Adventure Experience, Factual Travel, Lifestyle, Food, Luxury and Travel Passions. Complementing the new brand logo and identity, creative agency Lambie-Nairn worked with Travel Channel International to devise new on-air materials.
The refresh will firstly roll out in territories outside the US, where the channel will still retain an international look and feel. The channel will have what Scripps says is a more substantial overhaul of its scheduling and programming, including series premieres across new programming genres, complemented by core programmes that Scripps claims will “continue to resonate” with global audiences. The US will then see a major launch to reflect its new brand shortly thereafter.
The Travel Channel US and Travel Channel International worked collaboratively to create the new logo and identity, for which Scripps said it was crafting a cohesive global brand that promises the best in travel-themed entertainment.
“As the leader in lifestyle media in the home, food and travel categories, Acripps Networks is proud to be investing in a brand new identity for Travel Channel across its international territories,” said Nick Thorogood, SVP content and marketing, Scripps EMEA, commenting on the move.
“Leveraging a well trusted brand in the US, we are building an even stronger brand together bringing our expertise and knowledge of the international market. We believe the new programming and presentation, alongside the new look, will appeal to all our audiences, affiliate partners and advertisers alike – it’s dynamic, fresh and delivers the experience and quality of a modern world-class channel.”