Discovery launches 'Entertain Your Brain" campaign in the US

NEW YORK: Discovery channel has launched a promo campaign around the new tagline "Entertain Your Brain".

The tagline seeks to remind viewers that they can have fun and be informed at the same time.

According to a Mediapost report, Discovery Channel has launched a summer-long brand and programme marketing campaign, promoting new original series and specials. Three TV ads, created by BaylessCronin, will promote the brand along with shows such as Monster Monday, Monster House and Nefertiti Resurrected.

Ads will run during The Today Show, The Tonight Show and CSI and on ESPN, TBS, TNT, Lifetime, Comedy Central, USA and E! networks. Print ads will appear in Entertainment Weekly, People, Sports Illustrated, Rolling Stone, the New Yorker, Esquire, The New York Times, The Washington Post and USA Today.

The centrepiece of the new programming initiative is the search for Queen Nefertiti, one of the ancient world's legendary beauties - the "Great Royal Wife" of the renegade pharaoh Akhenaton, who ruled from 1353-1336 BC in the Amarna period. The quest for the long-sought mummy of the Egyptian queen will be chronicled in a two-hour Discovery Channel special on Sunday, 17 August. If successful the finding would be one of the biggest archaeological breakthroughs since the discovery in 1922 of the tomb of boy-king Tutankhamen, Nefertiti's stepson and son-in-law.

To promote Nefertiti Resurrected thousands of "missing" posters featuring a silhouette of a bust of Nefertiti will be blanketed on telephone poles in 11 US markets, Mediapost reports. Print ads will run in People, Time, Entertainment Weekly, Oprah's O Magazine and Harpers Bazaar, along with heavy rotation on Lifetime. There will also be actresses dressed up as Nefertiti walking around New York, Los Angeles and Washington DC. closer toward the launch date along with 'Found' posters plastered in eight markets, the report says.

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