The Weather Channel(R) Brings the Weather to Life With New Brand Campaign

The Weather Channel(R) Brings the Weather to Life With New Brand Campaign

ATLANTA, March 21 /PRNewswire/ -- The Weather Channel Companies today announces its plan to rebrand the network to reflect the emotional connection that consumers have with The Weather Channel. The network will unveil a new look, new logo, new tagline - "Bringing Weather to Life" -- and new programming as part of its brand evolution campaign.

The new campaign will premiere in summer 2005, coinciding with the launch of "Weekend View" -- a completely new, energetic program that will present weather and lifestyle information in a personable, conversational format.

"The Weather Channel is a unique and distinctive brand, but even strong brands must evolve," said Wonya Lucas, executive vice president of marketing for The Weather Channel. "When people think of weather, they think of The Weather Channel. We're building on our trusted heritage to expand the bounds of how we present weather information."

The network's new branding initiative includes a campaign, which was developed in conjunction with Lambie Nairn of London, England, and new, in- program packaging developed by Troika of Los Angeles, CA. As a result of extensive quantitative and qualitative research, the network discovered that their viewers have a need for more information beyond hot, cold, wet and dry. They see The Weather Channel as the agent for capturing all the dimensions of weather: preparation, inspiration and awe.

"Unlike many television networks seeking to establish a distinctive brand position in a cluttered marketplace, The Weather Channel has a relevant, distinctive position as the leading provider of weather and weather-related information. Our goal is to move beyond the functional aspects of what our brand delivers to capture all of the emotional territory that consumers have surrounding weather and the role it plays in their lives," shared Lucas.

In the coming months, viewers can expect to see many elements of the brand evolution reflected on The Weather Channel. As part of the campaign, the new logo and tagline will be prominently featured on-air. New branding spots and network IDs will also air, focusing on the power of weather to allow consumers to experience spectacular weather moments and to dare to dream about the possibilities of weather. There will also be new packaging for the network, including in-program graphics. Additionally, weather.com(R), the popular Web site of The Weather Channel, will also evolve to be consistent with the "Bringing Weather to Life" tagline and network appearance. The various lifestyle sections of weather.com will also afford site visitors the opportunity to connect with viewers and to engage and interact with weather.

New on the programming scene will be an energetic weekend show titled "Weekend View," which will present weather and lifestyle information in a personable, conversational style that resonates with weekend morning viewers. The upbeat, informative program will provide relevant weather and lifestyle information that The Weather Channel viewers need to help them plan their weekend activities. The new anchor format will allow viewers to get to know the talent, as they engage in lively, on-camera conversations, discussions and interaction with studio and field meteorologists. "Weekend View" will premiere this summer and will air from 7 to 11 a.m. ET on Saturdays and Sundays.

For an interview with Wonya Lucas, contact Kristin Thomas at 405-706-5642 or thomaspr@sbcglobal.net or Angela Fisher at 404-819-4917 or abrfisher@comcast.net.

Source: The Weather Channel

CONTACT: Angela Fisher, +1-404-819-4917, or abrfisher@comcast.net , or Kristin Thomas, +1-405-706-5642, or thomaspr@sbcglobal.net , both for The Weather Channel

Web site: http://www.weather.com/

------- Profile: Ent