While adapting to a rapidly changing world, National Geographic takes you on an exploration. Science, education, and celebrating extraordinary stories are at the core of their mission. In our view, this aligns perfectly with what we believe at Fitzgerald: the power of storytelling lies in cultural relevance.
National Geographic kicked off 2023 with a brand-new season of ‘Kustwacht Caribisch Gebied’. Fitzgerald was asked to introduce the new season through an activation and PR.
What have we done?
Lisa van Eck, Senior Consultant: “In the second season of Kustwacht Caribisch Gebied, National Geographic gives the viewer an exclusive look behind the scenes of the Caribbean Coast Guard and the Royal Netherlands Navy, which is also active in the Caribbean. That is why we took influencers and journalists alike to the Royal Navy in Den Helder, a place where you are normally not allowed to go. During the event, twenty journalists and influencers experienced what it is like to live on a patrol ship, while we reconstructed a very exciting chase on the very fast FRISC motorboats.”
Milena Casu, Account Assistant: “We didn’t tell the media and influencers exactly what we were going to do, only that we were taking them to the Royal Navy and they were going to watch the first episode of the new season. After watching the episode full of drug busts, rescue operations and smuggling activities, the excitement and tension were already really built up.”
What are you most proud of?
Milena Casu: “The exclusivity and mystery of the event created a lot of enthusiasm for it. The event was visited by a very eager group of influencers such as Tom Cornelisse, Lies Zhara and Denise Kielholtz, and journalists from Algemeen Dagblad, Telegraaf, JFK and Manners, among others. Due to the photogenic location of the Royal Navy, a lot of beautiful content has been created by the influencers.”
Lotte Klomp, PR Manager at Walt Disney Benelux: “We were looking for a group of influencers with an interest in National Geographic and who also enjoy thrills and (extreme) sports. Fitzgerald not only managed to find the right influencers within this genre, but also created a group that managed to make it a very fun, relevant day together!”
Lisa van Eck “Besides the event, we sent out a press release and pitched interviews. We have emphasized the women in the series, which has resulted in beautiful publications on Bedrock and Grazia, among others. This has enabled us to convey the National Geographic story to a broad audience.”
The main lesson of this campaign?
Milena Casu: “It is becoming increasingly difficult to get influencers and media to participate in an event unpaid, but by adding a once-in-a-lifetime experience you can get a lot done.”
Lisa van Eck: “And investing time in a good list of influencers and media also works. We have done a lot of research looking into the interests of journalists and influencers, so we had a very enthusiastic and interested group of people with us.”
Results in numbers
- 6 interviews
- 36 articles (online and print)
- 40 social posts
- Reach: 23.026.949 T
- PR value: € 331.200