Scripps Network’s Travel Channel has launched a comprehensive brand refresh across all of its international territories – with what’s said to be its most radical overhaul in Travel Channel’s history.
The channel was carried out in two phases, with the first roll out March 25 to territories outside of the U.S. – where the channel would still retain its international look and feel, followed by the U.S. The rebranding is part of the network’s ambition to bring about a channel alignment with the overall Scripps brand since Scripps’ acquisition of Travel Channel International a year back, strategically unifying its library with new local commissions.
Following the refresh, Travel Channel International would now have a more substantial overhaul of its scheduling and programming, including series premieres across six new programming genres – Adventure Experience, Factual Travel, Lifestyle, Food, Luxury and Travel Passions. In line with the overhaul, the new programming schedule will see in excess of 400 hours of content added.
New series Middle Kingdom Ride (April 10), It’s A Women’s World (May 6), Hotel Impossible – After Anthony (April 22), Jonathan Phang’s Caribbean Cookbook (April 23), Travel Like A President (May 15) and World’s Greatest Motorcycle Rides – Russia (March 27) have premiered throughout March and April as part of the rebrand.
The channel also features a brand new logo and on-air presentations, as well as a revamped website – featuring photos, videos, blogs, quizzes as well as sweepstakes. Filmed in South Africa, the interstitials portray the movement and sensory experiences associated with travel, bolstering the new brand.
Nick Thorogood, SVP Content and Marketing, Scripps EMEA, said: “As the leader in lifestyle media in the home, food and travel categories, Scripps Networks is proud to be investing in a brand new identity for Travel Channel across its international territories. Leveraging a well trusted brand in the US, we are building an even stronger brand together, bringing our expertise and knowledge of the international market. We believe the new programming and presentation, alongside the new look, will appeal to all our audiences, affiliate partners and advertisers alike – it’s dynamic, fresh and delivers the experience and quality of a modern world-class channel.”