National Geographic

Agency Credit: Nomads Amsterdam

Nat Geo has a 100-year history of inspiring scientists, storytellers, and explorers, reaching more than 730 million people every month. We were tasked with engaging the next generation of explorers as the world continues to become more online and the brand’s purpose “Go Further” was becoming less clear.

To tackle this, a huge rebranding and repositioning of its portfolio of media, content and experiences was put in place. A key part of this was to connect with younger audiences, including families. We helped the brand spark some fresh curiosity through new insights, which landed on a brand proposition “Get Closer, Go Further”. This was activated as the first NGUX experience centre, launched in China’s tier 2 cities, and then globally.