LA COMPAÑÍA ANUNCIA UNA RENOVACIÓN DE SU IMAGEN A NIVEL MUNDIAL EN TODA LA ORGANIZACIÓN

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NATIONAL GEOGRAPHIC VA “MÁS ALLÁ

LA COMPAÑÍA ANUNCIA UNA RENOVACIÓN DE SU IMAGEN A NIVEL MUNDIAL EN TODA LA ORGANIZACIÓN

“MÁS ALLÁ” SE CONVIERTE EN EL ESLOGAN A NIVEL INTERNACIONAL Y LA MÁS ALTA ASPIRACIÓN DE NATIONAL GEOGRAPHIC

La renovación de la imagen de la empresa coincide con el estreno mundial de la miniserie “MARS” el 13 de noviembre en América Latina, la historia épica de

la colonización humana de Marte, de los productores ejecutivos

Brian Grazer y Ron Howard. 

 

National Geographic anunció una amplia renovación de imagen a través de sus principales plataformas a nivel mundial, experiencias y su organización sin fines de lucro. Esta evolución se suma a la operación conjunta que creó con 21st Century Fox el año pasado y consolida la posición de National Geographic como empresa líder en contenidos de primera calidad con un alcance mundial sin precedentes.

La renovación de imagen tocará todos los aspectos de National Geographic (tanto en la empresa National Geographic Partners como en la organización sin fines de lucro National Geographic Society), incluyendo la presentación visual de los canales internacionales en 171 países, la emblemática revista, nationalgeographic.com, todas las plataformas sociales y digitales de la empresa y la sede de National Geographic en Washington D.C.

El nuevo eslogan mundial “Más allá” simboliza los valores y el espíritu que definieron la marca National Geographic durante más de 128 años. Representando el objetivo de la empresa de ser el destino líder de contenidos de calidad en ciencia, exploración y aventura, “Más Allá” capta las aspiraciones del público de National Geographic y sirve como bandera para sus empleados, exploradores, fotógrafos, productores y otras partes constitutivas además de una promesa para los anunciantes, los afiliados, los educadores y otros asociados externos.

“Hace un año, combinamos todas nuestras plataformas de contenido en una empresa, estableciendo un envidiable alcance global sin igual para nuestra icónica marca, que llega a más de 730 millones de consumidores todos los meses”, expresó Declan Moore, CEO de National Geographic Partners. “Ahora, mientras volvemos a imaginar nuestra empresa para el siglo XXI, esta renovación de imagen −la más grande en nuestra historia y posiblemente la más grande que se haya hecho en cualquier otra empresa de medios integrada− refuerza en los consumidores y el mercado, con una visión singular, el poder de la marca National Geographic además de la calidad y lo visualmente espectacular de nuestra narrativa en todas las plataformas”, añadió.

Más Allá’ nos permite reforzar National Geographic en la mente del consumidor, ya sea se trate de la revista, los canales o la sociedad”, agregó Gary E. Knell, presidente y CEO de la National Geographic Society. “Por medio del apoyo sin igual de exploradores, aventureros, científicos, educadores, fotógrafos y otros cronistas, queremos construir una comunidad pública de aprendices a nivel mundial. Y no puedo imaginarme nada que abarque mejor nuestra misión que el concepto ‘Más Allá’”.

A partir de ahora, National Geographic compartirá un logo unificador en todas sus plataformas de medios. Como eslogan internacional, “Más Allá” capta la sed insaciable de National Geographic por profundizar, buscar, arriesgar, ampliar los límites, permanecer inquietos y ser pioneros en todo lo que hacemos, de la misma manera que los exploradores de National Geographic que nos precedieron.

Como parte de esta iniciativa, la cadena abandonará la palabra “Channel” de todas sus extensiones emisibles y no emisibles que llegan a 440 millones de hogares en 171 países y 45 idiomas. La renovación de imagen coincidirá con el estreno mundial de la miniserie “MARS”, la épica historia de la colonización humana de Marte, de los productores ejecutivos Brian Grazer y Ron Howard, el domingo 13 de noviembre en América Latina. La fase inicial del diseño de renovación de imagen de la cadena cubre todos los aspectos de National Geographic.

Esta renovación de imagen marca un punto de inflexión significativo en la realización de nuestra nueva visión de transformación para National Geographic Channel”, dijo Courteney Monroe, CEO de National Geographic Global Television Networks. “Como nueva definición de posicionamiento de la marca, ‘Más Allá’ se alinea perfectamente con nuestra nueva estrategia de programación premium, que se basa en calidad, distinción y la incansable búsqueda de la excelencia creativa. El nuevo diseño visual es sofisticado, contemporáneo y cinematográfico, y está a la altura de la promesa de la marca National Geographic”, agregó.

En el canal, la campaña incluye un nuevo y distintivo aspecto en la transmisión, con nueva identidad de marca, y animaciones y talentos identificadores, entre los que se encuentran Jason Silva (“Juegos Mentales”), Neil deGrasse Tyson (“Hablemos del Cosmos”) y Richard Bacon (“Explorer”), además de exploradores y fotógrafos. Por su parte, la revista rediseñó su portada, con un renovado énfasis en las imágenes icónicas por las que National Geographic es reconocida, comenzando con el número de noviembre, dedicado a Marte. El sitio web y todos los canales digitales y sociales también se relanzarán el 13 de noviembre, reflejando el nuevo diseño.

En la sede de National Geographic en Washington D.C., se colocarán imágenes de la nueva campaña fuera del museo y dentro de las oficinas.

En definitiva, la renovación de imagen se extenderá a todas las unidades de negocios de National Geographic, que incluyen el dirigido al público infantil, viajes, eventos en vivo, productos para el consumidor, entre otros.

A comienzos de 2017, la renovación de imagen evolucionará para incluir una sección “Más Allá” en la revista National Geographic, una serie web “Más Allá” y más activaciones para el consumidor que se anunciarán oportunamente.

Avanzar en el conocimiento y la comprensión del mundo es, y siempre ha sido, el propósito central de National Geographic. La marca sigue profundizando en todos los temas para brindar conocimientos, profundidad y perspectivas que no se pueden encontrar en otra parte. National Geographic se esmera por producir contenidos que tienen el poder de inspirar, informar y estimular, es entretenimiento con un propósito.

Gretel NY desarrolló la renovación de imagen junto con Emanuele Madeddu, vicepresidente senior de estrategia de marca y marketing de National Geographic, y Mariano Barreiro, vicepresidente de marca, bajo la dirección de la CEO, Courteney Monroe. En Gretel, Greg Hahn es fundador y CEO, Ryan Moore es director creativo, Caleb Halter es director de arte, Amber Kusmenko es animadora senior y Shane Dolly es productor.

 

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