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Driven by a five-part composition, Symphony for Our World pairs artistry with science as it brings viewers from the depths of the sea, up to the coastlines, onto land, through mountains and finally into the sky. Each environment will be accompanied by a different orchestral movement, resulting in a powerful musical tribute to the beauty and wonders of our wild world.
A modern symphony experience to delight the senses and engage the audience with the National Geographic brand on a whole new level.
 
 
 
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Jason Michael Paul - Executive Producer
Ryan Hamlyn - Producer / Director
MGP Live - Official Promoter / Tour Marketing
Kate Lollar - PR / Social Media
Brand Marinade - Merchandise / Website
Rebecca Brait - Innovation Arts & Entertainment
                          San Francisco Marketing

 

 

 
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PRIMARY AUDIENCE
     Male & Female
     Age: 20-60
     Single & Families
     Household income: $50,000+
     Location: 50 mile radius of each market
     Interests: National Geographic (Magazine), BBC, Classical Music Documentaries, Planet Earth (TV series), Nature photography, Nature photography documentaries, Frozen Planet, National Geographic Kids, National Geographic Ocean, National Geographic Channel, National Geographic Explorer, The Blue Planet, National Geographic Channel (Canada), Nature documentaries, Nat Geo Wild, Discovery Channel, Hans Zimmer, Bleeding Fingers Music Group, National Geographic Speaker Series, TED talks, Daveed Diggs, Hamilton, Lin Manuel Miranda, Theatre, Poetry, Live Symphonic Music, Multimedia Symphonic Experiences, Animal conservation, The Photo Ark Series, Joel Sartore

 

SECONDARY AUDIENCE
     Male & Female
     Age: 14-20
     Student (dependent)
     Location: 50 mile radius of each market

     Interests: National Geographic (Magazine), BBC, Classical Music Documentaries, Planet Earth (TV series), Nature photography, Nature photography documentaries, Frozen Planet, National Geographic Kids, National Geographic Ocean, National Geographic Channel, National Geographic Explorer, The Blue Planet, National Geographic Channel (Canada), Nature documentaries, Nat Geo Wild, Discovery Channel, Hans Zimmer, Bleeding Fingers Music Group, National Geographic Speaker Series, TED talks, Daveed Diggs, Hamilton, Lin Manuel Miranda, Theatre, Poetry, Live Symphonic Music, Multimedia Symphonic Experiences, Animal conservation, The Photo Ark Series, Joel Sartore

 

 
 
 
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National Geographic: Symphony For Our World

Nat Geo’s first ever multimedia symphonic production

National Geographic: Symphony for Our World is a breathtaking live, multimedia journey through some of the world’s most incredible wildlife spectacles. The orchestral performance combines National Geographic’s stunning natural history footage with narration from Hamilton’s Tony- and Grammy award-winning artist Daveed Diggs, and an original symphony created by Hans Zimmer’s Emmy- and BAFTA award-nominated Bleeding Fingers Music collective.

NATURE IN PERFECT HARMONY

Key tag line for the tour
Included on all primary creative content & copy

 

#SAVETOGETHER

Amplifying The Photo Ark’s message
Key hashtag for the tour
Included on all primary social media copy

 

San Francisco Earth Day Premiere  

April 22, 2018 - 8pm at Davies Symphony Hall

Television special & live event (San Francisco) Premiere date
-VIP package: poster, VIP lanyard, preferred seating, post-show meet & greet with conductor,
producer, other on-site personalities:  $175 - 100 best seats
-Price 1: $125 – 585 seats
-Price 2: $88 – 740 seats
-Price 3: $67.25 – 447 seats
-Price 4: $46.50 – 673 seats
-Obstructed View: 193 seats

 

Impact:
Utilizing the value of social awareness and content/events surrounding Earth Day to target audiences engaging with on brand initiatives related to Symphony For Our World
 
 
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Daveed Diggs:
Narrator & major influencer for the tour.
Providing original voice for narration and original music
“Narrated by” credit included on press release and all primary content, and copy for the tour.
With the success of Hamilton, we aim for Daveed’s involvement to bring a modern spin to symphonic music & help generate widespread public awareness for the tour & it’s message
Hans Zimmer’s Bleeding Fingers Music Collective:
Created an original score for the television special as well as the live event
Highlighted on all primary content & copy

Joel Sartore’s Photo Ark:
Highlighted project within the show
Providing key animal conservation messaging for the show.
Photo’s from the project are used as secondary content for
social media posts.
Joel Sartore is a major influencer for the show,
aiding in promotion to target audiences who are more focused
fans of photography, and documentary series.
 
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-Tour Announcement
-Daveed Diggs Announcement
-Earth Day Premiere April 22, 2018, San Francisco’s Davies Symphony Hall
-Los Angeles October 27, 2018, Dolby Theatre

 

Special Events:

-San Francisco -Pre-premiere party at Coffee Cultures SOMA with celebrity chef (TBA)
-5 courses related to the 5 movements from Symphony For Our World
-140 people capacity
-All VIPs welcome.

 

Press

National tour & San Francisco (local) focus leading up to the Earth Day premiere: 
Daveed Diggs, conductor, and producer in-person, phone, and digital interviews
Regional/city-focused outreach following Earth Day:
(local broadcast, print, radio, digital)
Interviews, reviews, features to be featured on all applicable websites / social
Targets:
Variety, Entertainment Weekly, Rolling Stone, SF Chronicle, LA Times, The Washington Post, NY Times, WSJ, and all local opps
 
 
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Core Messaging: 
-An all new multimedia event
- Groundbreaking imagery and storytelling from 130 years of beloved National Geographic footage on a giant screen
-Synchronization with a full live orchestra & choir. 
-Narrated by Daveed Diggs
-Featuring Hans Zimmer’s EMMY and BAFTA nominated: Bleeding Fingers Music

 

MGP Live Subscribers:
160k opt-in subscribers (average of 4k per market)

 

Subscriber Interests/Behavior: 
-Former attendees of multimedia concert events
-Subscribed to a list for multimedia concerts
-Have repeatedly attended multimedia concerts in the same market
-Have subscribed to a list for the venue/ ticketing and shown interest in similar shows (Broadway, Symphony, Multimedia, etc)

 

Pre-Sale/On-Sale Announcement:
-Email blast from each venue to their subscriberson both Pre-Sale and On-Sale dates

-Pre-Sale blast 4/2
     -Providing an Offer Code for limited early access to tickets

-On-Sale blast 4/6
     -Stating tickets are officially On-Sale to general public

 
 Esample 

**Email Template Examples

 

 
 
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Budget:
$10,000-$15,000/market

 

Schedule:
6-8 weeks out from each show — option to add time & value if needed

 

Placement: 
-Public transit
-Commuter highways
-City centers
-Downtown/High Traffic Metro areas
-Local tourist destinations
-Tourist Lodging and Hospitality (Hotels)
-Similar events with aligned demographic
-Colleges/universities
-Business centers

 

Creative Types:
-Billboard (Digital and Static)
-Poster (Digital and Static) 
-Video Banner
-Video Portrait
-Flyers

 

Street Team: 
-Promotional Partner: Produced by Deuce
-Flyer Distribution to 15-30 locations in each market and venue. 
-Working closely with project lead Robert Murdock, who is
coordinatingall local initiatives and running all questions/concerns/
event distribution through myself.

 

 

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Schedule:
Distributed 1-6 weeks out from show date

 

At least 2 major local publications per market:
-Daily News
-LA Times
- The Washington Post
-The Georgia Straight
-Atlanta Journal-Constitution
-Gwinnett Daily Post
-The Augusta Chronicle
-The Boston Globe
-Metro Boston
-Boston Herald
-The Denver Post
-The Colorado Springs Gazette
-The Plain Dealer
-The Cincinnati Enquirer
-The Chicago Tribune,
-The Chicago Sun-Times
-The Seattle Times
-The News Tribune
-The Spokesman-Review
-The Oregonian
-The Register-Guard
-The San Diego Union-Tribune
-The Salt Lake Tribune
-Salt Lake City Weekly
-And more…

 

Campaign Components: 
-Website banner ads
-Subscriber email newsletters
-Event posting on a publication's website

 

Creative types:
-Full page ad
-¼ page ad
-Digital banner
 *  Buy sizes are dependent on availability

 

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 Radio Marketing Collaborators

Radio Marketing Collaborators

 

 

Schedule:
Secured for a minimum of 1 week per market
 
Target Audience:
- Male and Females
- Ages 20-60
- Transit radio listeners M-F 5am-9am & 3pm-8pm
- Podcast listeners (This American Life, Radio Labs, Stuff You Should Know, The New Yorker Radio Hour, Freakonomics Radio, Invisibilia, 99% Invisible, Stuff To Blow Your Mind etc.)
 
Collaborators:
- IHEARTMEDIA
- Local public radio stations
- Podcast networks (Midroll, Nerdist, Gimlet Media, NPR etc.)
 
Creative:
- 15 sec and 30 sec spots are currently in production for radio
- Copy read by Host for front roll, mid roll, and end roll also in production
 
Promotion
- Ticket giveaway contests
- Discount codes
 

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San Francisco 30 second

Platform
-
Secured promotional collaboration with Hulu (streaming service)

Schedule:
:30 spot campaigns will run 6-8 weeks out from each show — option to

Full Tour 60 second

Target Audience:
-Male and Females
-Ages 20-60
-Interests: 
     -Nat Geo
     -BBC
     -Classical Music Documentaries
     -Planet Earth (TV series)
     -Nature photography documentaries
     -Frozen Planet, National Geographic Kids
     -National Geographic Ocean
     -National Geographic Channel
     -National Geographic Explorer
     -The Blue Planet
     -National Geographic Channel (Canada)
     -Nature documentaries
     -Nat Geo Wild, Discovery Channel

 

 

 

 

 

 

 

 

 

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NAT GEO WILD TV SPOT
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-TV spots 20:10 (April 8-22)
-On-air snipe during Earth Day television special
-Direct access to Nat Geo Live social accounts; with advertiser access
-Nat Geo WILD paid social media promotions
-NGM & NGT remnant advertising (print) 
-Nat Geo Live website & homepage feature, 
-PR Newswire
-Emails (announcement, reminder, Earth Day special)
-Staff & VIP ticket discounts
-Social post from Gary Knell & Joel Sartore

 

 

 

 

 

 
 
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All background photography was provided as a courtesy by pexels.com under the Creative Commons Zero (CC0) license.