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According to a Mediapost report, Discovery Channel has launched
a summer-long brand and programme marketing campaign, promoting
new original series and specials. Three TV ads, created by BaylessCronin,
will promote the brand along with shows such as Monster Monday,
Monster House and Nefertiti Resurrected.
Ads will run during The Today Show, The Tonight Show and
CSI and on ESPN, TBS, TNT, Lifetime, Comedy Central, USA
and E! networks. Print ads will appear in Entertainment Weekly,
People, Sports Illustrated, Rolling Stone, the New Yorker, Esquire,
The New York Times, The Washington Post and USA Today.
The centrepiece of the new programming initiative is the search
for Queen Nefertiti, one of the ancient world's legendary beauties
- the "Great Royal Wife" of the renegade pharaoh Akhenaton,
who ruled from 1353-1336 BC in the Amarna period. The quest for
the long-sought mummy of the Egyptian queen will be chronicled in
a two-hour Discovery Channel special on Sunday, 17 August. If successful
the finding would be one of the biggest archaeological breakthroughs
since the discovery in 1922 of the tomb of boy-king Tutankhamen,
Nefertiti's stepson and son-in-law.
To promote Nefertiti Resurrected thousands of "missing"
posters featuring a silhouette of a bust of Nefertiti will be blanketed
on telephone poles in 11 US markets, Mediapost reports. Print ads
will run in People, Time, Entertainment Weekly, Oprah's O Magazine
and Harpers Bazaar, along with heavy rotation on Lifetime.
There will also be actresses dressed up as Nefertiti walking around
New York, Los Angeles and Washington DC. closer toward the launch
date along with 'Found' posters plastered in eight markets, the
report says.
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