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[b]Discovery Channel Takes Over Manhattan and a City Near You With Experiential Marketing[/b]
Discovery Channel launched a unique, immersive marketing campaign for its landmark special series, [i]When We Left: The NASA Missions[/i], premiering Sunday, June 8 at 9 PM (ET/PT).
The marketing campaign for [i]When We Left: The NASA Missions[/i] combines a variety of mediums and approaches designed to envelope consumers in the wonder of space. Out of home marketing includes a large presence in Manhattan with: [*]Bus ceilings and subway car wraps
[*]Video bus shelters at the following locations: [*]57th St Between 2nd & 3rd Avenues
[*]34th St Between Madison & 5th Avenues
[*]23rd St Between Lexington & 3rd Avenues
[*]1st Ave Between 93rd St & 94th St
[*]2nd Ave Between 66th St & 65th St
[*]University Ave Between 13th St & 14th St [*]Times Square video board
[*]InWindow units take over store front window locations as a backdrop to promote [i]When We Left Earth[/i] using video and sound: [*]201 East 57th Street
[*]1035 6th Avenue
[*]508 Columbus Ave "[i]When We Left Earth[/i] is all about the footage. The transferred high definition NASA archive is a key selling point and we are driving that message across all our creative," said James Hitchcock, Discovery Channel Marketing and Branding Officer. From space walks to lunar landings, these are images you have to see to believe."
Over Memorial Day weekend special highlights of the spectacular never-before-seen footage from [i]When We Left: The NASA Missions[/i] were projected larger than life onto the exterior walls of select movie theatres in New York, Chicago, Dallas, San Francisco, Houston and Philadelphia from sundown until 11:00 p.m. to give people a glimpse into space. Once inside the theatre, moviegoers saw an extended preview of [i]When We Left: The NASA Missions[/i] on the big screen as part of the FirstLook digital pre-feature program, which was seen on 14,000 movie theatre screens nationwide.
Other campaign elements include a massive online presence, including a Yahoo! homepage takeover, a CNN.com homepage takeover and interactive advertising on NYtimes.com. Print ads appear in Men's Journal, the New York Times Magazine, Time, Wired, People and TV Guide.
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