A&E NETWORK PRESENTS NEW COMPREHENSIVE BRAND POSITIONING
NEW A&E NETWORK TAGLINE: ' REAL LIFE. DRAMA' CAMPAIGN MICROSITE AETV.COM/REBRAND LAUNCHES
NETWORK RECRUITS CUTTING-EDGE CREATIVE AGENCIES DEVILFISH UK AND TROLLBÄCK + COMPANY TO CRAFT NEW DRAMATIC AND THOUGHT-PROVOKING VISUALIZATION OF THE BRAND
New York, NY - July 18, 2008 - After enjoying four consecutive years of growth and securing its place among cable's top-tier networks, A&E has unveiled its new comprehensive multi-platform positioning of the network's brand, including a new logo, new look and feel, both on-air and online. The centerpiece of the new brand is the tagline "Real Life. Drama." All elements of the new brand positioning, including the eye-catching video spots and print ad campaign featuring the network's talent, will be highlighted on the dedicated microsite at http://www.aetv.com/rebrand
"The tagline, the new logo and look emphasize A&E's unique brand which promises our viewers honest, emotionally intense television that engages them and isn't afraid to show life as it really is," said Guy Slattery, Senior Vice President of Marketing, A&E.
The campaign, conceptualized and brought to life by the combined forces of the A&E brand team and creative agencies Devilfish UK and Trollbäck + Company, features key characters from across the network each posing a challenge to the viewer that gets to the emotional heart of the real life drama in each of the shows.
"All the shows revolved around a moral dilemma which is a nice device to stimulate the audience," said Richard Holman, Creative Director, Devilfish UK.
The branding creative successfully emulates the raw, visceral, and unswerving nature of A&E's programming by infusing cutting-edge European design aesthetics. Famed UK photographer Mitch Jenkins used constant lighting and stitched together separate frames shot on film, instead of digital images, to construct panoramic views which tie the brand, the viewer and the show into a series of gripping show specific ads. In the on-air promotional spots, Swedish director Johan Tappert embeds an eerie, powerful and cinematic quality to the production to seamlessly connect all of A&E's programming to the new "Real Life. Drama." tagline.
Since the announcement of the new brand positioning, A&E has posted record-breaking audience numbers across all key demographics. June 2008 was the 23rd consecutive month that A&E has landed in the top 10 with adults 25-54 in prime among all ad-supported cable networks. The month also ranked as the best June in the network's history among adults 18-49 and 25-54 impressions. June's success helped contribute to the best quarterly deliveries in the network's history among adults 18-49 and 25-54 in the second quarter of 2008. A&E currently has the most original programming of any top five cable network and will increase original programming by 37% by the third quarter of 2008.
Additionally, AETV.com, which has enjoyed 310% growth in video traffic in the past year, has been overhauled to take on the same new look and feel as the linear network.
About A&E - A&E is "Real Life. Drama." Now reaching more than 96 million homes, A&E is television that you can't turn away from; where real life shows are dramatic and scripted dramas are authentic. A&E offers a diverse mix of high quality entertainment; ranging from the network's signature Real-Life Series franchise, including the hit series "Intervention," "Gene Simmons Family Jewels," "Paranormal State" and "Criss Angel Mindfreak," to the most successful justice shows on cable, including "The First 48" and "Crime 360" and original scripted series including "The Cleaner" starring Benjamin Bratt. A&E is also the official basic cable home to the high-profile series "The Sopranos," "CSI: Miami" and "Criminal Minds." The A&E website is located at http://www.aetv.com/ .
A&E is set to premiere the 4th season of the hit real-life
series, Criss Angel Mindfreak on Wednesday, July 23rd at 10pm ET/PT. For the
first time ever in Criss Angel Mindfreak history, A&E will broadcast a special
LIVE one-hour episode on Wednesday, July 30 @ 10 PM ET / 7 PM PT a week after
the series' fourth season premiere. During the live event from Florida, Criss
will shackle himself inside a 6-story building loaded with explosives. His
challenge is to escape his shackles and reach a hovering helicopter before the
building explodes on live TV! The location of the event will be announced soon.
We'll keep you posted on that.
Check out these other A&E shows!
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