Discovery Channel is launching an integrated campaign to promote documentary series Whale Wars that includes installing giant tins of whale meat at key train stations.
The broadcaster, which celebrates its 20th anniversary this year, has appointed advertising agency Brooklyn Brothers to devise the integrated campaign following a pitch with two other undisclosed agencies.
The “whale tins” will be over three metres tall and installed in London Victoria, Leeds and Manchester Piccadilly stations this week. The tins will be wrapped in a Japanese-themed label designed by US-based illustrator team KozynDan.
Specially created travel card holders will also be handed out at the train stations, detailing the issues surrounding the contentious practice of whaling.
The ambient installation will aim to create a talking point about the programme prior to its launch on April 27. The campaign will also encompass TV, press and online activity.
On the day the programme airs there will also be a five-page “Whale Wars” cover wrap around thelondonpaper. The wrap will provide information from both sides of the whaling debate, as well as information about the new series.
Whale Wars follows the endeavours of the Sea Shepherd Conservation Society, an organisation set up to intervene against what it sees as illegal whaling actions undertaken by the Japanese.
Rebecca Rormark, Discovery Networks senior vice-president UK marketing, says: “Whaling is a provocative topic and generates great public debate. This show was a perfect opportunity for us to develop some provocative marketing – getting consumers involved in the issue, [asking] who’s side are you on?”