History Channel eyes younger audience with digital switch

History Channel broadcaster AETN will spend almost a third of its entire marketing budget on digital activity to promote itself among younger audiences.


The broadcaster aims to significantly ramp up its mobile offering after its StreetMuseum app, devised with the Museum of London, generated nearly 20,000 downloads.

AETN marketing manager, Kiera Doherty, says the company, which also broadcasts the Military Channel, will invest almost a third of its marketing budget on digital to finance similar apps “to take the brand out of the living room”.

She said AETN plans to bolster activity on Foursquare, where it has garnered over 220,000 followers – 90,000 new additions since February.

The broadcaster’s History Channel badge on FourSquare flags nearby buildings of historical interest when a user checks in at over 600 locations around London.

AETN plans to launch similar Foursquare badges in both Poland and South Africa in the near future, according to Doherty. “We’re looking to give our [younger] target audience an immersive experience and challenge the idea that history is boring,” she said.

Doherty added that the aim of diverting spend from offline channels to online was to focus on digital content with teachers who could promote the apps among students.

AETN worked with marketing agency Brothers and Sisters to launch its Streetmuseum Londinium app, which uses augmented reality technology to recreate Roman Britain on their smartphones.

Kevin Brown, digital director for Brothers and Sisters, said, “We were working with a limited budget and wanted to have something that could really go viral. We’re pretty pleased with the number of downloads [nearly 20,000] to date.”

Latest from Marketing Week


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


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.


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.


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