DISCOVERY HOPING TO INCREASE VIEWERSHIP
By Adnews Staff
The Discovery Channel is trying to get more subscribers and viewers in Southern Ontario and British Columbia. The specialty channel launched a campaign in those areas using print, radio and outdoor posters. The billboard portion of the campaign builds on the channel's familiar "There You Are" tagline as well as its red chair that launched the service in January, 1995. The posters show the red chair in the jaws of a ferocious alligator, battling whitewater in a rubber raft and keeping astronauts company on the surface of the moon. A Toronto superboard features the red chair in a lightning scene that illuminates the lightning flashes. The radio spots are being aired in the Toronto and Vancouver areas. They each depict one of Discovery's programming themes: nature, science and technology and adventure. A 10-second tag directs listeners to a specific Discovery program that night. All ads feature a 1-800 number to encourage people to subscribe. The campaign was created by J. Walter Thompson of Toronto.