The Weather Channel's climate coverage
The Weather Channel, a leading resource of national and local weather coverage, sought to launch a new show and social tool, Pattrn, for mapping climate change.
Challenge
The Weather Channel has always been the best source of weather information on cable television. They wanted to expand upon this legacy and introduce Pattrn, a hub for climate change, while reinforcing The Weather Channel as The Trusted Leader for climate change news coverage.
Solution
As the only news network with a full staff of climatologist, the Weather Channel had the expertise to lead this urgent discussion but needed to build brand recognition as the leading voice on climate change. Magnet Media created four television commercial spots that showcased The Weather Channel’s innovative climate tools and their uplifting perspective about how we can navigate climate change together.
These spots expanded the perception of the network from a source for weather information into a credible hub for all climate news. This repositioning led to increased viewership from new audiences and made The Weather Channel their one-stop shop for climate coverage.
Outcomes & Deliverables
- Record ad sales, increased viewership from new audiences, evergreen content for 2022
- 12 total pieces of content, commercial cut-downs
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