ß to OUR BRAND 2010 The Travel Channel, L.L.C.

Transcription

1 ß to OUR BRAND

2 ß to detours The unexpected connection. The surprise around the corner. Where lives are changed, freedom is celebrated, and travel is more than a destination; it s a moment. that s the power of travel. travel channel. travel here.

3 our vision Our brand journey begins with a bold, singular idea connecting people to the power and joy of human journeys that inspire, surprise, and entertain.

4 OuR Values Great storytelling because it makes for great television Shared human connections which are at the heart of the most powerful travel experiences Talent the faces, voices, and experts who our consumers want to travel with Place the places we go are key characters in our stories, whether near or far Motion we value the transformational energy of just stepping out the door and escaping routine

5 our PlEDGe Seek out and share the excitement, energy, and humor that we find in entertaining human journeys from around the corner to around the globe Find and nurture engaging and inspiring talent consumers can trust to turn any venture, big or small, into an adventure Embrace diversity in talent, settings, and storylines Empower our audiences to join in, participate, and share

6 our positioning Our positioning expresses what our audiences can expect from us, and only us, every day and every moment. Ultimately, it s the code we live by: entertaining StOries of unexpected human journeys We invite everyone to be engaged and inspired by the surprising encounters and powerful connections that happen right here and right now, to those who plunge in with eyes and minds wide open.

7 how We connect Through our choices and our connections, our talent and our stories, we engage our audiences in a vibrant, ongoing conversation. Here s the personality we ll always convey, & how we express it

8 our Personality authentic sometimes gritty, always real fun playful, often funny, and always entertaining relatable welcoming, engaging inquisitive restless, searching surprising spontaneous, unexpected passionate excitable, excited, and exciting bold, daring jumping feet first into life s experiences open open-eyed and open-minded, finding surprises where others might not see them, everywhere and every moment credible the trusted authorities in surprising human journeys

9 ß to...leaping before you look...unexpected ConNectionS...the sweet freedom of spontaneity open your door. open your mind. and step outside.

10 brand pillars + filters

11 BONDING WITH OUR BRAND Here is our guide for success. This template provides the pillars of our brand, as well as the filters that make us a distinct, consistent, and powerful force. These operating principles give us a vision and a vocabulary for what excellence means. Together, as a team, we speak in one voice. As always, our vision drives us: Connecting people to the power and joy of human journeys that inspire, surprise, and entertain.

12 the pillars

13 THE PILLARS These seven pillars support our vision: TALENT STORYTELLING ENTERTAINMENT SURPRISE/WOW FACTOR ENGAGEMENT INSPIRATION SENSE OF PLACE They are the core of our brand, our stakes in the ground that provide the foundation upon which we will build everything that is Travel Channel.

14 PILLARS WITH FILTERS (MUST-HAVES) Each pillar has a checklist of filters that makes it unique. These filters ensure that each pillar is distinctly on brand. For example: all networks use talent, but Travel Channel talent share certain characteristics that make them unique to Travel. Our filters help us to identify the right connection to our brand. They are critical in shaping our decisions as we move forward in presenting and promoting Travel Channel. Here are the must-haves for every pillar: TALENT A point of view Credibility Passion Relate to people easily Charismatic Unpredictable STORYTELLING A sense of being present to the experience, In the moment Sense of anticipation Human journeys (their lives are the stories) SURPRISE/WOW FACTOR Tweetable. Water cooler. OMG. Travel is not what you thought. Surprises you about yourself. Uncovers buried gems ENGAGEMENT Emotional investment Pay Off- Hook (payoff in the show or after the show) how it transformed the talent; ways you can take the information with you. Inspires you to share the takeaway with others INSPIRATION Embodies the idea of: I want to try that, go there, be that person Gets you out of your comfort zone see the world in a new way Feel empowered: I can do that SENSE OF PLACE The place as a character- you have a relationship with this place The possibility of here - understand this place in a new way. The place is real- shows all sides of a place, not just the postcard side ENTERTAINMENT Visually rich sensory Transformative experience Unexpected

15 here s to thought starters (Applying the brand lens to upcoming series)

16 BERT THE CONQUEROR DESCRIPTION: Join Bert the Conqueror as he travels the country in search of can t-miss thrill rides and local challenges. He s a big Id (and kid) on a mission to uncover fun and adventure wherever he goes. Come along for the ride. TALENT: Bert Kreischer is a relatable everyman who is able to convey his excitement and child-like wonder to our audience. His passion and authentic reactions drive viewers to want to stay with him and see what he conquers next. STORYTELLING: Bert is alive to every moment as the challenge unfolds. You never know what he s going to do next or how he s going to do it. The storytelling is active, immersive, and unexpected. We ll find out what s on top of each coaster, how he ll feel at every bend, and if he can conquer each challenge. ENTERTAINMENT: Bert the Conqueror taps all of the senses and immerses viewers in the adrenaline rush of a ride or challenge. We see Bert and fellow participants transformed as they tackle the unexpected. SURPRISE: Bert s about finding unique adventures in everyday places. He uncovers unknown and unusual local challenges and the wildest rides in America. You won t believe what Bert s doing next! ENGAGEMENT: The viewer has an emotional stake in Bert and the challengers -- will they pull it off? Viewers relate to Bert and other competitors as they succeed or fail. They re invested in what happens. They vicariously live through Bert and the people around him. INSPIRATION: Bert is an everyman, doing things that push him beyond his comfort zone. The challenges are accessible. If he can do it, you can do it. If he can have that much fun, so can you. SENSE OF PLACE: Bert brings out and celebrates what s special about the places he goes. Through finding crazy local challenges, he s putting places on the map. Bert engages the locals, reveals their traditions and culture and leaves us with a better sense of Place. SPONSOR: Smart Phones (bb, iphone, etc) Degree, Energy Drinks, Med (Advil/Pepto) Hospitality/Hotels, Cars Yelp PARTNER SERIES SAND GUYS BEST NIGHT: Sunday 8 p.m. OFF AIR MEDIA: ABC-Wipe Out, ESPN- Sport Center, FOX Family Guy/ Simpsons, TLC-Cake Boss, Discovery- Mythbusters/Dirty jobs, Comedy-South Park, History- Pawn Stars. BUZZ: Social Media: Facebook (Bert s looking for his next challenge. Nominate your town.) Bert appearance at local, smaller events, giant pillow fight in DC, snowball fight, Santa/Elf Fest in San Francisco.

17 BERT THE CONQUEROR CON T BUZZ: Flash Mob-Subway, Escalator, Public Area Stunt, (Bert Slip and Slide in Times Square) Big Kid Event/ride in key markets), Built in Publicity Partnership Make a Wish (Bert takes a kid along with him on rides), Bert Approved Signage (Conquer This!)

18 Our brand pillars, filters, and thought-starters are the culmination of an inspiring vision and a dedicated team. here s to CRUSHING IT