The campaign, created in-house, comprises two phases and plays on the fact that the channel appeals to people's childlike curiosity and a basic human desire for knowledge. 'Got to know' is the company's first brand strapline since 'Explore your world'.
The campaign will begin with ambient activity, with Transvision screens at mainline London stations including Euston, Victoria and Kings Cross broadcasting the ads from March 31. Plasma screens in London bars will also be used.
From April 4, the campaign will run in cinemas in Greater London. National, trade and online news sites will support the campaign.
Print ads will carry the 'Got to know' strapline while promoting Discovery's forthcoming key shows. The first to be promoted will be Altered Statesman, a five-part series examining how some of the 20th century's most influential leaders were affected by illness, alcoholism and drug addiction. In June, Discovery will promote a humorous look at the UK, Mongrel Nation, hosted by comedian Eddie Izzard.
The second phase of the branding campaign will launch in September. UK director of marketing and PR Alanna Carty said Discovery may advertise on terrestrial television. The channel has not done so since September 2000, when it launched its last major campaign through Hooper Galton.
Last year, Discovery pulled its UK creative account out of the agency, ending their three-year relationship (Marketing, September 26, 2002).
The latest creative has been developed in-house and was headed by Carty.
She worked closely with general manager David Abraham, a founder of creative agency St Luke's, who joined Discovery Networks Europe in April 2001.
Carty added that the 'Got to know' concept may be used globally.
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