Viewpoint Creative Develops Online Campaign for PBS' "Jean-Michel Cousteau: Ocean Adventures"

Boston/Los Angeles: Viewpoint Creative extended PBS’ advertising efforts online for a new series featuring Jacques-Yves Cousteau’s son, Jean-Michel Cousteau. The breathtaking new shows, devoted to the ocean and its inhabitants, take undersea exploration to a new level using the latest equipment and technology.

Boston/Los Angeles (PRWEB) August 12, 2006 -- Viewpoint Creative extended PBS’ advertising efforts online for a new series featuring Jacques-Yves Cousteau’s son, Jean-Michel Cousteau. The breathtaking new shows, devoted to the ocean and its inhabitants, take undersea exploration to a new level using the latest equipment and technology.

The marketing challenge was two fold: to tap the emotional connection viewers feel for the pioneering work of Jacques Cousteau and to build an event atmosphere around the series, promising a ripping summer adventure.

To achieve this, Viewpoint Creative developed rich media banners that capitalized on PBS’ tagline: “This summer, adventure has a new name.” “We literally submerged online users in a graphic underwater world consisting of Flash animated sharks and divers,” stated Viewpoint Designer Matt Naboshek.

Rich media banners were created featuring a silhouetted diver plunging into user screens and swimming in pursuit of sharks. The strategy was to grab attention and drive tune-in, but also to reinforce core series’ themes: “Explore. Understand. Protect.” Naboshek continued, “We give equal importance to the explorer and the sharks. And, because of the streamlined vector graphic look and feel, we were able to make the campaign exciting without pandering to the “fear factor” often used to market shark programming.”

The series is currently airing on PBS stations nationwide.

Viewpoint Creative is an award-winning creative services agency providing clients with an exceptional range of advertising and design solutions to promote their brands. From concept to completion, Viewpoint Creative delivers extensive national and international experience in television, print, radio, and online. Clients include WE, Showtime, HBO, Sci Fi Channel, FX, Madison Square Garden Network, OLN, CMT, Court TV, Cinemax, Discovery Networks, ESPN, HGTV, Travel Channel, Rainbow Media, PBS, and AETN International®.    

For more information about Viewpoint Creative and its services you can visit their website at www.viewpointcreative.com or contact Amy Coblenz by calling 781-449-5858.

Client:
PBS                  

Agency:
Viewpoint Creative, Boston/Los Angeles

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