THE TRAVEL CHANNEL

Challenge 
As a newly acquired channel, the Travel Channel needed to grow viewership in the U.S. during a post-9/11 travel hiatus.

Tactics
Noral saw an opportunity for the Travel Channel to support the domestic travel industry, thereby, increasing its own relevance and popularity with U.S. audiences and distribution partners. Noral created a multi-faceted approach centered on partnerships with the U.S. Conference of Mayors and the U.S. Convention of Visitors Bureaus. Ultimately, governors and mayors from states and cities across the U.S., small and large, were able to partner with the Travel Channel to shine the spotlight on their home states and cities. The effort included national television programming, interstitials with Governors and :30 ads, local events in key cities co-hosted with mayors' offices, print advertising, letter writing campaigns to and from the Mayors, and convention and trade events.

Results
The Travel Channel established itself as a "must have" network on any cable line-up, successfully driving its launch in key markets where it had not previously enjoyed carriage, thereby increasing the network's reach and distribution revenues.