objectives

Discovery Communications hired DKC in 2009 to position the Discovery and Animal Planet as lifestyle brands that continue to expand across multiple consumer product categories.

strategy

DKC has conducted an aggressive media relations campaign, reaching both consumer and trade outlets, pitching new branded products, licensing deals and features on brands across product categories.

DKC has placed emphasis on building awareness of Discovery’s brand expansion at key seasonal junctures, including support at significant trade shows such as Licensing Show and Toy Fair, as well as aggressive outreach for holiday gift guides.

DKC broke the announcement of Discovery Adventures, a travel service that offers trips similar to those seen on the Discovery family of networks, with a feature story in the “Money” section of USA Today. DKC will launch the service to the full scope of travel and consumer reporters in Fall 2009.

result highlights

Since beginning its work with DKC, Discovery and Animal Planet have been featured in USA Today, Hollywood Reporter, Reuters, Brandweek, Travel Weekly, The Licensing Letter, Retailing Today, KidScreen, and Gamezone.

Discovery Channel