BIGSMACK Creates Brand Campaign For National Geographic International

Creative Boutique Unveils �This Is Who We Are� for TV Image, On-Air, Print, Online and Viral Stunts

Even the most established networks need the occasional brand reboot. Such is the case of National Geographic International, who came to BIGSMACK, the full-service creative agency specializing in entertainment marketing and production, to create not just a new tagline for the global network, but a new attitude. The company responded with the tagline ''This Is Who We Are'' � a bold, declarative statement about the network and how it wants to be perceived by viewers.�

In addition to the tagline development, BIGSMACK helped Nat Geo International bring it to life by creating launch campaigns for the upcoming season�s new programming, including Drugs, Inc., The Indestructibles, and Brain Games.

In fact, the premiere�of Brain Games led to the network�s highest primetime ratings since its broadcast of George W. Bush: The 9/11 Interview in late August. That campaign was also created by BIGSMACK and Nat Geo, which became Nat Geo�s highest rated primetime telecast in the network�s history.

''They wanted something that could act as an exclamation point to the aggressive new programming they have on the horizon,'' Andy Hann, BIGSMACK�s Head Creative says. ''So we pitched some pretty bold ideas.''�

Hann notes;� ''The new tag works double duty as a button at the end of each spot to take ownership of the Nat Geo International content, but also as a larger declarative statement for the viewer to participate in that ownership. This is Who We Are as a network, and This is Who We Are as a viewer.''

The new tagline will be seen around the world on all of National Geographic International�s TV, print, online and experiential branding.

''We worked together to establish the new brand statement, it was a collaborative effort with a great client,'' Hann adds. ''This new direction will be seen around the world in all of National Geographic International�s marketing efforts. It gives the brand the significance and weight it deserves, and makes a bold claim that few other brands can make. We wanted to give them a new personality -- a new way of talking to their audience that is more lighthearted and energetic. �This is certainly not the same National Geographic you read in the dentist�s office when you were a kid!''