Multi Channel Network (MCN) and Mediacom Beyond Advertising (MBA) have announced the launch of a second series of Great Northern Brewing Co. (GNBC) and National Geographic’s bespoke content series True North with Matt Wright.
Initiated earlier this year, the series is a three-part national content-led campaign created to raise awareness of GNBC as the perfect beer for any outdoor occasion.
Following the success of last year’s campaign, which delivered a whopping sales increase of 211 per cent year on year, GNBC decided to partner with National Geographic for a second series.
Series two of True North is scheduled to run across Foxtel and online until January 2018.
Each story contains a reference to the preceding film to seamlessly link the series with a natural story arc, with content further tailored specifically for Facebook, Instagram and YouTube.
Once again, the content series will also feature on National Geographic’s digital hub, which includes additional supporting native articles produced in conjunction with National Geographic’s editor.
The articles explore complementary themes like cooking outdoors and rummaging for the flavours of the bush.
GNBC brand manager, Michelle Gazzola, said: “We’re excited to extend True North into a second series; the partnership between Great Northern Brewing Co, Matt Wright and National Geographic is such a perfect fit. We know our consumers will love watching this content as much as we enjoyed creating it with MBA.”
Fox Network’s group director of advertising and partnerships, Julia Scales, said: “National Geographic has been telling engaging stories for 130 years, so when we look for partners to work with, there has to be a natural fit.
“Season one of True North jointly created with GNBC and MediaCom hit the mark with audiences across our multiple platforms, which is why we’re so excited to share new stories of Outback Wrangler’s Matt Wright and his mates escaping the everyday in far North Queensland.”
MBA’s global executive creative director, Gemma Hunter, said: “It’s always a pleasure to work hand in hand with a brave client and world-class partners to launch a successful brand platform.
“Last year’s results speak for themselves, so it was a no brainer to develop series two in this highly successful franchise.”
MCN’s content and brand partnerships director, Tania Jones, said: “We’re extremely proud of the GNBC and True North Partnership, as it demonstrates the power of innovative ideas and how when coupled with MCN’s expansive network, we can reach and impact consumers in a meaningful way.”
CREDITS
Gemma Hunter – Global ECD
Andrew Raymond – content strategy and distribution director
Mat Anastasi and Shane Jolley – Content production directors
Simon Jarosz – art director
Taylor thornton – copywriter
Maree Hall – client service director
National Geographic
Director of advertising sales and partnerships: Julia Scales
Senior advertising and partnerships manager: Kael Hudson
Producer/director: Dan Walkington
Director of production: Ash Dunn
Aerials: Sam Collins
Design: Gavin Barnett
Audio: Plasma
Talent: The Fordham Company
