Media choice: National Geographic - Michael McComb, Director of planning, TBWA\Hong Kong

Of all the media brands, National Geographic has perhaps the most deeply passionate, involved and loyal audience. The 116-year-old brand successfully moved from a stodgy academic journal into a glossy 'keepsake' publication and then into television in the '60s. The theme music alone has taken on mythical proportions akin to a national anthem. The TV specials led to a 24-hour cable channel which was launched in Asia in 1998. Its current expedition sponsorships provide scientific credibility while its brand management ensures content relevance and entertainment value to a committed as well as growing audience.

by | 07/02/2004

The flagship magazine, which has won thousands of awards and is still the holy grail to photojournalists everywhere, was successfully extended into younger segments with Adventure, as well as children's publications Explorer! and Kids. There's also the popular Traveler magazine and a beautifully cross-promoting, commerce-enabled website for maps, books and video collections.

The National Geographic Channel also engages people with event sponsorships like exhibits, adventure racing and photo competitions.

NatGeo has done a good job of raising its profile here in Asia and broadening its reach while continuing to build a diversified set of properties that exemplify its core values of exploration, education and production excellence.