Animal Planet launched the first national consumer
advertising campaign in its three-year history last week. The TV and print campaign runs
The network chose the third quarter to run most of its ads
because it wants to direct viewers to its original programming while broadcast networks
are in reruns over the summer, vice president of advertising and promotions Lesli
The new campaign combines a brand-building strategy with a
call for viewers to sample specific shows, especially Crocodile Hunter, Judge
Wapner's Animal Court and Emergency Vets.
A total of 60 percent of the ads are on television,
Rotenberg said, because "that's the best place for us to tell our story."
Animal Planet chose entertainment-oriented cable networks
such as Fox Family Channel, Comedy Central, E! Entertainment Television and Nick at Nite
for placement, filling in the gaps with broadcast and spot-cable ads in 11 major markets.
Print ads will run in entertainment-oriented publications
including People and TV Guide.
Rotenberg said the network wanted to overcome a perception
that it only ran animal documentaries. The campaign revolves around the theme, "It's
everything you love about TV -- with an animal twist," she added. Ads target Animal
Planet's core audience of adults 18 through 49.
Rotenberg would not reveal the campaign budget, other than
to say that it was the network's largest to date.
Animal Planet also plans to target advertisers in Manhattan
with ads in telephone kiosks, subway signs and a float in the Macy's Thanksgiving Day