National Geographic audience is star of new branding effort

National Geographic Channel, for its first new branding effort in four years, is running promotional spots that emphasize how viewers become immersed in the drama of regular series such as "Doomsday Preppers" and "Wicked Tuna." The campaign comes as the network transitions from being mainly a destination for documentaries to one that mostly offers regular series. The $10 million push from BBDO New York is appearing on National Geographic and its sibling channels, as well as cable sports, news and nonfiction TV networks.

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