The Weather Channel debuted a new look for the network Monday, launching a campaign designed to further engage viewers.
In creating the new look, the network learned it has a loyal consumer base, but discovered that relationship was purely functional, said Cindy Jones, VP-consumer marketing for The Weather Channel.
“There is not a whole lot of incentive for [consumers] to hang around,” Jones said. “They come and get their information and they leave. The goal is to give them reasons to be engaged with the brand.”
To further engrain consumers into the network, The Weather Channel unveiled a new tagline, “Bringing Weather to Life”—complete with a warmer, more contemporary logo. In addition, the network is releasing images that show people enjoying the weather.
“There’s a whole new look and feel to the brand,” Jones said. “There is sort of this rich, emotional territory around weather that we want to bring to life.”
As part of the branding effort, the Weather Channel will add new programming to its slate. Weekend View, a revamped version of the current Weekend Planner debuts Sept. 17. The program retains its goal to help people plan their weekends and showcases special events, but will feature an anchor-style format to better engage viewers.
TV spots support. London-based Lambie Nairn handles ads; L.A.-based Troika handles the show’s programming packaging.
Meanwhile, under a separate deal, The Weather Channel has formed a partnership with L.L Bean to become the official outfitter of the network’s Severe Weather Team. As part of the deal, team members will wear L.L. Bean outwear while covering severe storms, Jones said. The multi-year partnership includes TV spots and product placement on the network.
Financial terms of the agreement were not disclosed.
“Both brand have to do with outdoor living and living your best life,” Jones said. “It just makes a lot of sense from what both brands stand for. We’re reaching the same customer.”
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