THE DISCOVERY CHANNEL CONTINUES ALTERNATIVE MARKETING EFFORTS IN SUPPORT OF 16TH ANNUAL SHARK WEEK
-- Discovery Channel and buzz marketer Interference create massive underwater shark billboards for bottoms of pools at Las Vegas' Mandalay Bay Resort & Casino and Orlando's Royal Pacific Resort Hotel--
--Eye-catching "shark bite media" promos in New York and Los Angeles --
SILVER SPRING, Md. - Aug 5, 2003 - The Discovery Channel continues its summer blitz of high-impact alternative marketing efforts to promote SHARK WEEK (August 10-17), its annual rite of summer and longest-running programming event. The eye-catching, multi-market outreach, developed by buzz marketing agency Interference, Inc., takes place in New York, Los Angeles, Las Vegas and Orlando, and supports current national print, television and outdoor advertising.
One attention-getting component of the campaign is the creation of an underwater advertisement in the shape of a massive great white shark approaching from below, complete with SHARK WEEK tune-in details. The decal, measuring 6,500-square feet, will be placed on the bottom of the highly trafficked world-class wave pool at the popular Mandalay Bay Resort & Casino in Las Vegas where it will be seen by thousands of pool visitors during its stay from August 1-10.
A similar underwater ad, measuring 1,000 square feet, will be installed on the pool bottom at the Royal Pacific Resort Hotel in Orlando.
Another unusual aspect of the SHARK WEEK campaign is the creation of "shark bite media," where various common objects - such as cars, surfboards and trashcans - are made to appear as the victims of giant shark bites. To create the chomped-on objects, Interference enlisted the help of a metal work shop, which created the shark bite dye cut. The objects will be placed in high-traffic areas such as Times Square and Grand Central Station in New York and Santa Monica Pier and Sunset Boulevard in Los Angeles. Each object will carry the message "Shark Week Is Back" with tune-in information.
"This alternative marketing campaign brings a fanciful new twist to one of our greatest programming events," said Julie Gordon Willis, senior vice president, marketing, Discovery Channel. "It's an attention-grabbing approach designed to generate excitement about SHARK WEEK, and a continuation of Discovery Channel's efforts to reach consumers by aggressively breaking through the clutter with unusual marketing tactics."
Sam Ewen, CEO of Interference Inc., New York, recently named one of Brandweek's Guerrilla Marketers of the Year, added that the alternative marketing efforts are designed to add impact to SHARK WEEK's overall national print, television, online and billboard marketing campaign. "The shark decals and shark bite media serve as both arresting and entertaining images, and create a strong connection to the programming," said Ewen. "Our goal is to help generate buzz for SHARK WEEK by using a fun approach that stops people in their tracks. You can't help but look at these images."
SHARK WEEK premiered on the Discovery Channel in the summer of 1988 and remains one of the most popular annual programming events. More than 23 million people tuned in to SHARK WEEK last year. This year's lineup of SHARK WEEK premieres highlights the incredible diversity of sharks, in programs that are intense, thought provoking and lighthearted.
Discovery Channel's New Brand Campaign
Discovery Channel's new brand campaign, which began in June, features the tagline "Entertain Your Brain" and runs concurrently with an extensive array of program-specific marketing efforts supporting new Discovery Channel series and specials. The campaign conveys the magical balance of knowledge and entertainment as only the Discovery Channel can present it.
The Discovery Channel is one of the United States' largest cable television networks, serving 86.3 million households across the nation with the finest in informative entertainment. Discovery Networks, a division of Discovery Communications, Inc., operates and manages the Discovery Channel, TLC, Animal Planet, the Travel Channel, Discovery Health Channel, Discovery HD Theater™, Discovery Kids Channel, The Science Channel™, Discovery Home & Leisure Channel, Discovery Times Channel, Discovery Wings Channel, Discovery en Español and The Health Network. The unit also distributes BBC AMERICA.
Interference, Inc., New York, is one of the fastest-growing and most successful buzz marketing agencies, utilizing guerilla and other alternative marketing programs to move target audiences to action. The firm specializes in generating the buzz, awareness and ROI clients need to successfully build and energize their brand. Interference is one of the only firms of its kind to provide the full range of creative program development, execution, tactical management and fulfillment, delivering client brands directly to the relevant target audiences at the individual level in order to engage dialogue and infuse the brand or service into their mindset.
David Schaefer, 240-662-2954,
Catherine Frymark, 240-662-2934
Jack Mello, cell 201-981-5617,
Discovery Shark Week Website
More High-Res Photos of the Great White shark in Mandalay Bay's Pool
More Shark Week Bite Media
Discovery Networks' Press Website
Entertain Your Brain