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National Geographic Case Study

Challenge

National Geographic needed to promote awareness of its new cable channel in multiple markets.

Solution

In order to increase viewer awareness, a series of promotions were held in high-visibility locations.15,000 pieces of promo material were distributed hand-to-hand per location per weekend. Live animals were displayed to increase viewer interest and a giveaway was held for a new Subaru Outback.

Results

Local market brand awareness was substantially increased, which also helped to clearly differentiate the National Geographic channel from the Discovery channel. Many consumers also called in to request the channel from cable companies that didn't carry it.

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