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Discovery Channel Launches Brand Campaign in NZ

Discovery Channel Launches New Brand Campaign in New Zealand

SYDNEY, April 2 /MediaNet International-AsiaNet/ --

Discovery Channel, Discovery Networks’ flagship channel, unveils a new brand campaign in April, created by Australian agency Jack Watts Currie and produced by Sydney-based Bruce Dunlop Associates. The companies worked to tailor this major international branding campaign for the Asia Pacific region.

Phillip Luff, head of Discovery Channel Australia/New Zealand, said, “The creative idea utilised in the campaign line ‘Got to Know’ rests with the fact that Discovery Channel satisfies a basic human trait – that of curiosity – in a unique way. Curiosity in this case comes in the form of a compulsion – you just can’t help yourself, you’ve just ‘Got to Know’.”

“We told the agencies we wanted to retain the humour from the initial UK ‘Got to Know’ concepts but also to tie the campaign more closely to programming. They’ve done a great job with the brief. Their ideas are being used for our three on-air spots: ‘Sandstorm’, ‘Aircraft Carrier’ and ‘Air Jaws’. Each spot is tied back to specific genres of programming on Discovery Channel,” Luff said.

The campaign that commences 2 April 2004 covers electronic and print media as well as a fresh, modern on-air look to enhance Discovery Channel’s new on-screen identity. Discovery Channel will also launch new programming themes that seek to satisfy viewers’ curiosity. In April, the two new additions to the schedule are ‘Human Discovery’, which gives viewers a glimpse into the world of our bodies' daily dramas and ‘Hour China’, which takes a close look at one of Asia’s most fascinating countries.

The campaign complements previous research Discovery Channel commissioned in 2002. The findings show eight out of ten people claim they get a buzz from satisfying their curiosity. For over half of the interviewees (58%), exploring their shared interests and knowledge has become a stronger bond than sharing the same postcodes, religion or social class.

Discovery Networks launched in Australia and New Zealand in 1995 and is part of Discovery Networks Asia. The Sydney office manages the broadcast of Discovery Channel, Animal Planet, Discovery Travel & Adventure Channel, Discovery Health Channel and Discovery Science Channel. Discovery Channel is broadcast to over 1.8 million Australian and New Zealand homes. It is available on Sky TV and Saturn TV.


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