Discovery aims to boost appeal with ‘fun’ factor

Discovery Networks is launching a brand campaign in the UK based on the proposition “What will you discover today?”

The campaign is designed to increase the time that people watch Discovery Channel by emphasising the broad range of programming that it airs.

Vice-president of marketing Simon Downing tells Marketing Week: “Discovery has been the number one factual brand in pay-TV for 20 years. Our core audience is loyal to the channel and sees Discovery as a trusted and quality brand that makes terrific programmes.

“We want to broaden the appeal of Discovery beyond its factual category and show that the channel is full of entertaining shows that can engage with audiences at any time.”

He adds that the idea of the ads is to highlight factual nuggets which the audience can take away and potentially use when they are in social gatherings.

“This is a simple way to use content to increase salience and relevance to our audience and puts entertainment at the heart of the proposition.”

The campaign will launch with a series of brand spots that will vary from five to 45 seconds in length. Each creative spot will feature entertaining moments from Discovery’s catalogue of programmes including Mythbusters, Deadliest Catch, Survivorman and One Way Out.

The brand campaign will initially break on 17 December on the Discovery Network with a view to rolling out online in the New Year.

It was developed by Devilfish working with the inhouse Discovery creative team.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here