Opportunity

National Geographic Society was at a pivotal moment in its 137-year history, needing to raise awareness of the nonprofit, increase fundraising, and set the stage for the opening of their new museum in Washington, DC. They needed a campaign that could expand the brand’s reach by reframing “exploration” as an emotional as well as practical experience.

‍

Solution

Wonder Awaits

A reimagining of exploration—something at the heart of Nat Geo since its inception. No longer a physical activity for the few, exploration instead transforms into a state of mind that everyone can pursue, share, and experience. By sparking a sense of wonder in everyone and establishing that we are all, indeed, explorers, the brand is no longer at arm’s reach of everyday people; it’s something members, donors, and visitors can play an active role in supporting, shaping, and discovering. 

‍

Impact

• A refocused marketing approach rooted in a simple idea: activating wonder
• Streamlined internal workflow, implemented via in-person workshops
• A continued partnership to brand and market the Museum of Exploration