Discovery Travel & Living's 3 month long ad campaign kicks off

MUMBAI: Lifestyle channel Discovery Travel & Living, which was recently launched in India today unveiled its nationwide ad campaign titled - 'Get a life'. The three-month long multimedia campaign has been created to establish a distinct positioning for the channel in the viewers? mindspace and commenced on 20 November.



The 'Get a Life' campaign, created by Vyas Giannetti Creative highlights the channel?s eclectic mix of programming covering travel, cuisine, design, d?cor and fashion, redefining style and luxury. The campaign will appear across media platforms, including print (national dailies and magazines), television, radio, and Internet. To widen the reach, a special outdoor campaign in Delhi, Mumbai and Bangalore has also been launched.

"'Get a Life' is a clutter-breaking campaign and communicates the channel?s competitive strength - quality international content - in the most pertinent and impactful manner. The campaign?s goal is to attract the viewer?s attention by presenting them with a glimpse of what Discovery Travel and Living has to offer, stimulating their imagination and involvement," said brand director Aditya Tripathi.



"Discovery Travel and Living has been positioned as an alternate entertainment channel for upscale viewers with an international outlook. The idea was to creatively portray the message of ?life beyond the mundane? and highlight how Discovery Travel and Living alters the current reality, urging one to get more out of life," said Vyas Giannetti Creative vice-president Atul Hegde.



Discovery Travel and Living caters to an upscale, urban audience of men and women aged 18-45.

Having successfully reinvented documentary and real world television, Discovery brings the same vision and experience to lifestyle television with the launch of Discovery Travel & Living.

The launch of Discovery Travel & Living in India marked the debut of Discovery Lifestyle Networks, a global business initiative announced by the company earlier this year. Discovery Travel & Living is distributed in India by the One Alliance along with the company?s two existing channels, Discovery Channel and Animal Planet.

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