Event/New Event Programming: National Geographic Magazine, Experience Parks and Conservation
Iris Dorbian

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In addition to disseminating geographic knowledge to budding explorers and aficionados, National Geographic Magazine’s other prime mission is promoting the conservation of the world’s most precious natural and historical resources. Last year, it dovetailed its special October series, “The Places We Must Save, with an interactive photo exhibit in NYC’s Grand Central Terminal at the Vanderbilt Hall. The display, “Experience Parks and Conservation,” paid homage to all types of parks, from international and national to urban and endangered. With sponsors that included Tourism Australia, Peru Tourism, Air France and Epson, the event, which ran from September 22-28, 2006, generated estimated total of 101,215,975 impressions, which includes ads promoting the event in the magazine, e-mail blasts, sweeps entries and PR hits.

With a target audience comprised of the general public, the event proved to be a boon for the advertisers, some of whom like Bosch, manufacturer of environmentally-friendly washer and dryers, had never worked with National Geographic before, while others like Lenovo computers, simply expanded their presence having participated in a similar event (“Experience Africa”) in 2005. According to Michele Murphy, marketing director for National Geographic, Lenovo had a strong influence in the event. Not only did it have a whole area unto themselves, but the company donated computers for every advertiser’s station. They also exerted sway in getting one new advertiser, Advanced Metro Devices (ADM), which manufactures desktop technology, into the program.

To promote the “Experience Parks and Conservation” Event, National Geographic ran full-page ads and spreads in the September and October 2006 issues; it also was promoted online via NationalGeographic.com. These efforts succeeded in generating high traffic with an estimated total of 5,250,000 visitors to the exhibit.
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