Discovery makes its world bigger
May 2, 2014 10.52 Europe/London By Julian Clover
Twenty-five years after it first launched in the UK, Discovery Channel is launching a new brand proposition.
Make Your World Bigger is led by a series of TV spots that see the faces of Discovery Channel sharing their passions, beliefs and motivations. The spots, featuring talent such as explorer Ed Stafford, adventurer Bear Grylls, gold miner Parker Schnabel and survival expert Joel Lambert, went live on Discovery and Sky’s network of channels on Thursday. The campaign will also include a nationwide outdoor, social media, PR and trade advertising campaign.
Susanna Dinnage, EVP & MD, Discovery Networks UK & Ireland said: “Celebrating twenty five years in the UK, ‘Make Your World Bigger’ embodies Discovery Channel’s DNA beautifully. By asking our presenters what motivates them, we hope to inspire our viewers to expand their horizons in even the smallest ways.”
The brand and creative strategy was developed internally under the leadership of Federico Gaggio, VP Brand & Creative, Western Europe. It will be rolled out across all Western Europe’s regions later in the month.