National Geographic Licensing

NATIONAL GEOGRAPHIC LICENSING: HOME, APPAREL and TOYS

OBJECTIVE

To bolster awareness and increase revenue for a variety of lifestyle-oriented consumer products created specifically for National Geographic's licensing program.

EXECUTION

Goals to garner broad based media coverage in lifestyle, business and trade outlets were exceeded by focusing on National Geographic’s enduring reputation for quality, credibility, and authenticity.

KEY EXAMPLES

The New York Times, ABC’s Extreme Makeover: Home Edition. Family Circle, Home Magazine, Houston Chronicle, LA Times, Newsday, Men’s Fitness, American Way, USA Today.

RESULTS

In 2007 alone, National Geographic Licensing generated over $9,000,000 in publicity value compared to advertising dollars. Retailers and media alike continue to respond positively to the concept, the brand, and most of all, the campaign.