National Geographic Magazine is bringing its pages to life through a five-day exhibit this week at Grand Central Station’s Vanderbilt Hall, showcasing the magazine’s single-topic September issue on Africa.
The exhibit, Experience Africa, kicks off today and takes visitors on a virtual tour of larger-than-life images from noted National Geographic photographers. The event gives consumers a taste of African culture via live performances featuring South and West African percussionists and interactive experiences.
Visitors can also see a live broadcast from the Mashatu Game Reserve at Grand Central Station and watch elephants, monkeys, lions, zebras and giraffes congregate at a watering hole known as Pete’s Pond. Consumers can also watch the action online at NGM.com/experienceafrica.
The Washington, DC-based magazine launched the exhibition to make a bold statement about the publication and to showcase the special issue, which excludes a cover photo. This is the second time since 1943 that National Geographic hasn’t used a cover photo.
The exhibition, a first for the publication, also marks the first hurrah by the magazine’s new editor, Chris Johns, a National Geographic photographer who took over as editor in January.
“We wanted to do something that would bring the brand of National Geographic to life in a way that has never been done before,” said Sue McKeon, marketing director for National Geographic Magazine. “We want to cultivate a new National Geographic enthusiast.”
As part of its marketing campaign, National Geographic sent out 500,000 to 1 million direct mail pieces and e-mail blasts notifying consumers about the event. The effort reflects the magazine’s most concerted focus on experiential marketing to date, McKeon said.
“If you experience something first hand, if you get to touch and feel and have a sensory type of experience, chances are you might be inspired to become a reader if you aren’t already,” she said.
Exhibit sponsors include BP, Bristol-Myers Squibb, Lenovo and South African Airways. As part of the exhibit, BP will distribute information about its work with HIV and AIDS awareness in Africa. Lenovo, which recently bought out the IBM Thinkpad division, will offer hands-on demonstrations of its technology.
New York City-based Grand Central Marketing handles.
“National Geographic’s ‘Africa’ issue is a landmark in the history of the magazine and we wanted to create an event that would reflect its significance,” said Matthew Glass, chairman and CEO of Grand Central Marketing, in a statement. “Our goal with Experience Africa was to bring the magazine’s pages to life and let people leave…with a greater appreciation of Africa’s environment, cultures and natural beauty.”
National Geographic is extending the exhibition via a sweepstakes touting a grand-prize trip to Africa. Consumers can enter the sweeps online at NGM.com/experienceafrica or on site at the exhibit. The sweeps is open to consumers 18 and older and runs through Oct.17. Internet materials support.
The tour runs from 8 a.m. to 8 p.m. through Sept. 10. TV spots and Internet materials support.
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