Licensing partners support brand at major event for young scientists and engineers.
National Geographic took centre stage at the recent Big Bang UK Young Scientists & Engineers Fair.
It was the first time that National Geographic had supported the event – indeed, the first time it had carried out cross-channel brand marketing on this kind of scale for a young audience.
National Geographic showcased its broadcast platforms, the National Geographic Kids magazine, licensed products and – with the help of its licensed partners – its growing portfolio of science, technology, engineering and maths (STEM) consumer products.
In addition, a number of National Geographic experts were on hand to answer questions and offer careers advice. Over 80,000 young people and families visited the fair over four days, with over 26,000 visiting on the Thursday alone.
The event’s main stage was branded as the National Geographic Stage and featured a number of events including some explosive live demos as The Big Bang hunted for the ‘best experiment of all time… ever’. In addition, National Geographic was also headline sponsor of the STEM Playground where visitors could learn through the brand with codebreaking activity.
Bresser featured a collection of microscopes, Bandai brought the world of experiments to life through live mini volcano eruptions and excavation of its fossil kits, while Venturelli showcased large animal plush.
Meanwhile, National Geographic gave away over 8,000 copies of the National Geographic Kids magazines to young ‘explorers in training’ and also handed out 10,000 stickers provided by Topps. National Geographic also offered ‘up to 30% off’ all products featured through a special show offer for all who attended.
On top of all this, Claire McNulty, senior director, Europe at National Geographic Society, attended the show, judging competitions and visiting the careers zone, where schools could ask her about the work of the National Geographic Society and its explorers.
“We are extremely proud to have partnered with the Big Bang Fair for the first time, and it was absolutely wonderful to see the National Geographic brand come to life in such a setting; there was an overwhelmingly positive reaction from children, teachers and parents,” said Helena Mansell Stopher, director of consumer products, UK and Ireland at National Geographic.
“Allowing the brand to come alive in this way is something that we will do a lot more of in the coming years.”