Travel Channel plans to launch its new image campaign today
(Oct. 26) with cross-channel spots featuring John O'Hurley, who played the worldly J.
Peterman on Seinfeld.
O'Hurley and his canine sidekick star in four
30-second spots, which were shot recently in California but are designed to convey exotic
settings such as Africa, Indonesia and the Mediterranean.
Chris Moseley, senior vice president of advertising and
promotion for the Discovery Networks, U.S., said she hopes O'Hurley's
sophisticated and intelligent manner will appeal to the kind of viewer Travel Channel
hopes to attract -- the professional and managerial crowd earning more than $40,000 a
In this day of increased channel flipping, Moseley said,
"It's important to have the packaging be as compelling as the programming."
The new image spots join five network IDs that debuted late
last month. All carry Travel Channel's new positioning line, "Break Away,"
and a newly designed channel logo that incorporates an orb -- a reference to parent
Discovery Communications Inc., which took control of the service last year.
"We wanted to convey the fact that travel is an
adventure that takes us away from everyday life," Moseley said.
The cross-channel spots incorporate an 800 number that
consumers can call to ask for the service if it's not yet available or to ask for the
channel number if it is.
Travel Channel currently has carriage in 18.8 million