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

Comment Print Email Article Database Del.icio.us Digg   Share on LinkedIn LinkedIn Click to share this post on Twitter Twitter Reprints
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.
IN THE CURRENT ISSUE OF MIN'S ADVERTISING REPORT
SEARCH PREVIOUS ISSUES
MOST READ
  1. min's Special Issues — October 1, 2007
  2. Platinum Winner: People, People's Sexiest Man Alive Series — October 1, 2007
  3. Custom Publishing Project: MindShare/Time Warner/American Express, The Ticket — October 1, 2007
  4. Print/Online Bundle: WIRED Media, Xerox Custom Cover Project — October 1, 2007
COMMENTS

Post a Comment

Name:
Email:
Comments:

Please enter the letters or numbers you see in the image.
Comment Print Email Article Database Del.icio.us Digg   Share on LinkedIn LinkedIn Click to share this post on Twitter Twitter Reprints
Search Jobs
Media Jobs
min Social Networks

Join us on Linkedin
Follow us on Linkedin

White Papers
Get even smarter -- download a white paper today.

Featured White Papers:
All Content is Now Evergreen
By nstein


Making the Move: Tips on How to Create Digitally-Optimized Magazines
By Nxtbook Media Design



... more Whitepapers
min Contests

min contests




Enter the Smithsonian Contest with a chance to win a $500 AMEX Gift card plus. Enter online or download pdf.

To sponsor a min contest in 2010, contact Erica Gottlieb at egottlieb@accessintel.com.

 Reserve your contest in min

min Press

State of Digital MediaThe State of Digital Media

 View Details
                           

Twitter Best Practices for Media CompaniesTwitter Best Practices for Media Companies

 View Details
                           

                                    Internet Sales            Guidebook

 View Details

All min Press

Inside min This Week
Events Calendar

March 12, 2010
min's Sales Executive of the Year Awards Late Deadline
Learn More

March 12, 2010
min's Most Engaged Media Brands Late Deadline
Learn More

March 12, 2010
2010 Jesse H. Neal Awards
Learn More

All Events


min
Free Eletters — Sign up Now
HOME | PUBLICATIONS | AWARDS | EVENTS | TRAINING | E-LETTERS | BOXSCORES | MEDIA JOBS | FREELANCE JOBS | ADVERTISE | SERVICES | SITEMAP | CONTACT US
Copyright © 2010 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions.