National Geographic, a perennial global brand, is ramping up internally to focus on a worldwide push for consumer products and experiences.
Generations of curious consumers in every corner of the world have grown up with the National Geographic brand. With a revamped licensing program, National Geographic Partners, a joint venture between 21st Century Fox and the National Geographic Society, is launching an aggressive expansion of its extensive brand, which includes growing the business internationally.
National Geographic is leveraging the full power of its wide media and commercial portfolio, including the channels, magazines, books, maps, a kids' business, a travel business, social, digital, web and consumer products licensing, to evolve this powerful brand into meaningful experiences, products and content to reach explorers of all ages.
The brand's media platform is formidable, reaching 760 million consumers a month through its universal storytelling assets. According to National Geographic, its broadcast channel reaches 438 million households in 172 countries and 43 languages, has 54 million print and digital magazine readers in 35 languages, 3.8 million kid readers in 15 languages and is the No. 1 corporate brand on Instagram, with 360 million social media fans and followers across all platforms. The brand also has high engagement with Millennial consumers.
By harnessing the full power of its media platforms, NGP is using its history, businesses and philanthropy to move beyond linear television and its flagship magazine to deliver experiences, products and content on all platforms. The company is committed to finding what it calls “The Curious Class” of consumers, where ever they are.