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Shaw breaks National Geographic Channel campaign

Shaw Communications of Toronto has begun a national advertising campaign for its National Geographic Channel specialty television service. The campaign is intended to "evolve the perception" of the channel, according to the company. It includes television, online and print advertising. Thirty-second TV commercials will run on Shaw Media properties. Newspaper ads will run in the Vancouver Sun, Calgary Herald and Edmonton Journal. Online ads will be place on life and entertainment websites. The creative makes use of a series of words, including "whoa," "mindblowing," "heartpounding" and "explosive," in which the letter "o" has been replaced by the yellow rectangular frame familiar to the brand. The accompanying visuals are intended to raise awareness of the exciting nature of the channel's programming. "Integrating the yellow frame within the striking creative allows consumers to connect the National Geographic Channel brand with the biggest and most thrilling moments on television," said Max Tremblay, director of brand and publicity for dramatic and factual channels at Shaw. "The media buy takes audiences on an excursion through the channel by using stunning and eye-catching creative that showcases the breadth of programming available to viewers." The campaign was developed in-house by Shaw Media.

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