Discover The World With Discovery

Discovery Communications welcomes new brand licensing strategies targeting men with the launch of Discovery Expedition and Discovery Adventures inspired by such Discovery Channel shows as Man vs. Wild with Bear Grylls and Deadliest Catch. Discovery Expedition will involve adventure and exploration affiliated with high-tech outdoor and lifestyle apparel, accessories and electronic equipment with the first licensees announced later this year. Discovery Adventures will give consumers a chance to explore the world through memorable travel experiences. Trips will be headed by expert guides to cultural, historical and wildlife locations.

WHY THIS IS IMPORTANT:

Every network is looking for new ways to ring revenue out of their content.  Discovery is (finally) taking the step to create their own versions of travel and product options branded by their shows.  Ever since BIGGEST LOSER set up their branded weight loss programs – I have been waiting for other shows and networks to take the similar leap.  This is a no brainer for Discovery considering the travel and gear inherent in their programs.

Every network must think 360 degrees as they compensate for a loss in ad revenue.  To me this represents not a desperate attempt for a dying business but rather a reimagining of the way we interact with brands in our life.  No longer to do sit staring at the screen and feel a brand’s power.  Now we interact with it – and no better way than through lifestyle options of apparel and travel.  Its a richer brand experience.

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