Mortimer Harvey

Scripps Networks unveils newly overhauled international Travel Channel

New Brand Identity, New Programming, New Scheduling
Scripps Networks unveils newly overhauled international Travel Channel
Scripps Networks Interactive's travel channel, the world's leading international travel broadcaster, this week announced a comprehensive brand refresh across all international territories in the channel's most radical overhaul in its history.

The refresh will see two phases: Monday, 25 March, the roll out will occur in territories outside the US, where the channel will still retain an international look and feel. The US will be leading a major launch to reflect its new brand shortly thereafter. With Scripps's acquisition of Travel Channel International one year ago, the ambition was to bring the channel more in alignment with the overall Scripps brand, strategically unifying Scripps's extensive library of content with new local commissions. The refresh will see this vision realised.

Together, Travel Channel US and Travel Channel International worked collaboratively to create the new logo and identity, crafting a cohesive global brand that promises the best in travel-themed entertainment.

Outside the US, the channel will have a more substantial overhaul of its scheduling and programming, including series premieres across six new programming genres, complimented by Scripps staple core programmes that continue to resonate with global audiences.

Nick Thorogood, SVP Content and Marketing, Scripps EMEA (Europe, Middle East and Africa) 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."

As a part of the overhaul, the newly enhanced schedule will see in excess of four hundred hours of content added. Six new programming genres will be revealed as part of the channel's fresh new look and feel - Adventure Experience, Factual Travel, Lifestyle, Food, Luxury and Travel Passions. New series premieres throughout March and April include Middle Kingdom Ride (10 April at 8pm and 8.30pm), It's A Women's World (6 May 7.00pm), Hotel Impossible - After Anthony (22 April at 8pm), Jonathan Phang's Caribbean Cookbook (23 April at 9pm), Travel Like A President (15 May at 7pm) and World's Greatest Motorcycle Rides - Russia (27 March at 8pm).

Complementing the new brand logo and identity, creative agency Lambie-Nairn worked with Travel Channel International to devise new on-air materials. Filmed in South Africa, the interstitials portray the movement and sensory experiences associated with travel, bolstering the new brand.

Scripps Networks International (UK) Limited has appointed Mortimer Harvey to manage all public relations and marketing for Travel Channel on DStv Channel 179 in South Africa.

About Scripps Networks International
Scripps Networks International is the global development arm of Scripps Networks Interactive, Inc. (NYSE: SNI). The growing global presence of Scripps Networks International includes the launch of Food Network in the United Kingdom, Europe, the Middle East and Africa (EMEA) and Food Network Asia. Fine Living Network, a full-spectrum lifestyle television channel and interactive brand, is available across more than 60 EMEA countries.

Scripps Networks Interactive is one of the leading developers of lifestyle-oriented content for television and the Internet, where on-air programming is complemented with online video, social media areas and e-commerce components on companion websites and broadband vertical channels. The company's media portfolio includes popular lifestyle television and Internet brands HGTV, Food Network, Travel Channel, DIY Network, Cooking Channel and country music network Great American Country.

About Travel Channel
Travel Channel is the world's leading international travel broadcaster, transmitting 24 hours a day in 21 languages to 130 countries across Europe, the Middle East, Africa and Asia-Pacific. Travel Channel International is part of Scripps Networks International, the global development arm of Scripps Networks Interactive, Inc. The company's lifestyle media portfolio also comprises popular lifestyle television and internet brands Food Network, HGTV, DIY Network, Cooking Channel and country music network Great American Country.

More information can be found at

About Mortimer Harvey
Mortimer Harvey is a Johannesburg-based, full-service and results-driven, integrated communications agency that delivers hard-working advertising and communication solutions. Delivering TRUE 360° solutions to our clients through our team of in-house industry specialists in all fields, including:

TTL Advertising
Shopper/Customer Marketing
Direct Communications
Digital and Interactive
Experiential Marketing and Events
Video, TV and Radio Production
Public Relations, Communications and Media Management

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5 Apr 2013 09:12


Mortimer Harvey