(TLC) TLC revealed a new brand campaign and the network’s first tagline in more than five years, “Everyone needs a little TLC.” The tagline and campaign redefine what the letters TLC stand for, embracing the well-known colloquial phrase and owning the inclusive, non-judgmental perspective the brand takes on fascinatingly unfamiliar lives. The campaign captures TLC’s big, little, OMG and heartwarming moments that connect with audiences, because we all need a little fun, laughter, optimism, love and family – all the delicious pleasures of human connection.
The multi-million dollar campaign, including print spreads and on-air spots, is rolling out across the country in key media outlets such as People magazine, US Weekly, USA, E!, A&E, TNT, TBS, ABC Family, Dish and Direct TV as well as Discovery Communications’ portfolio of networks. The print campaign features a “family portrait” of TLC’s most recognizable talent, who welcome audiences into their own living rooms every day to experience their fascinating yet surprisingly relatable lives. The TV campaign “The Moment” spotlights the range of surprising life moments filled with heart, humor, hope, and human connection present throughout TLC’s hit series. The brand campaign follows the on-air refresh that was launched in late May incorporating the tagline and a fresh new color palette.
“’Everyone needs a little TLC’ speaks to our mission of bringing viewers the content and experiences that resonate with their lives, and give them a chance to satisfy their fascination with the unknown and understand the larger world around them,” explained Nancy Daniels, General Manager, TLC. “TLC’s brand promise hasn’t changed – sharing remarkably relatable real-life stories without judgment, and we’ll continue to be the best destination to find the extraordinary in the everyday.”
“In today’s world, people seem to gravitate to the familiar, comfortable and like-minded. Society can seem so polarized. TLC shines a light on the unfamiliar and embraces the extraordinary, but in the end brings us the relatable life experiences we all share that keep viewers coming back. It’s an uplifting brand that challenges beliefs and changes hearts. And who doesn’t need a little TLC,” added Vicki Lowell, EVP Marketing TLC & Animal Planet.
The network’s tagline and graphic evolution are the latest examples of TLC’s sharpening its brand focus on the fan-favorite programming that has driven the network to have its best 1st and 2nd Quarters in more than 10 years. Through the introduction of new series, such as 90 DAY FIANCÉ, and the best-ever seasons of THE LITTLE COUPLE and 19 KIDS AND COUNTING, the network is continuing to provide candid and authentic access to incredible lives, and celebrating the milestones in life that connect the audience together.
Throughout the year, TLC continues to introduce new series that deliver on this promise, and expand on the network’s core genres of bridal, family, and transformation. Some examples include ESCAPING ALASKA (July), following a group of five young native Alaskans who risk everything in the pursuit of their dreams as they leave their frigid Alaskan homes for sunny San Diego; ANGELS AMONG US (September), going into the life of Rosie Cepero, who has the amazing ability to speak to angels, and deliver their messages; and RISKING IT ALL (October), documenting as three families who are fed up with the pressures of the modern world decide to move “off the grid” in hopes of reconnecting with each other.
The TLC brand campaign was led by Lowell and the TLC marketing team’s Tom King, VP Creative, and Rose Stark, VP Strategy, in collaboration with Discovery Communication’s in-house creative team The Agency for the print campaign and Ultrabrand for the on-air spot.Leroy and Clarkson was responsible for the on-air graphic refresh.
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