To promote its third annual push into paranormal programming, Travel Channel went with an ‘80s horror nostalgia theme, complete with 2D graphics and lots of socially distanced jump scares in its teaser and full-length spots.
Starting Sept. 14, Travel Channel—also known as TRVL—released several fun teasers across its air and on social channels under the title: “Ghostober III: The Fall of Summer.” On Sept. 15 and continuing through October, the channel moved into longer-form spots that focus more on the programming.
“The paranormal is a fun category to play in,” said Doug Seybert, group SVP, marketing at Discovery, overseeing creative at such networks as Investigation Discovery, Travel Channel and American Heroes Channel. “You can have a wink with the audience and there is a certain amount of camp factor that you can apply to it.”
Over the past three years, Travel Channel has transitioned from travel into the paranormal, and October and Halloween are the perfect time of year to showcase it.
“During October, more people are paying attention to the paranormal than any other month,” he said.
As the pandemic wears on, marketers are coming up with innovative ways to produce promos that don’t require talent or many crew members on the ground. In these three teasers, Travel Channel conjures scary vibes without actually putting anyone in danger.
The spots, which Silver Spring, Md.-based creative agency Alter Ego helped produce, are accompanied by synth-soaked tracks and ‘80s “Thriller” vibes to take viewers all the way back to the days of big hair and neon.
Once Travel leaves the conceptual phase of the campaign and moves into more tune-in-driven spots for such shows as Ghost Adventures, The Holzer Files, Ghost Nation and Shock Docs, the spots will become more clip-based but the nostalgic graphics and music will remain.
“We throw everything into the Halloween season and we try to create the Halloween feel all year,” said Seybert. “Also, every Friday the 13th we have some fun on the air.” Lucky for Travel, there’s a Friday the 13 this October so look for some extra surprises on the channel.
Client: Travel Channel
Doug Seybert, Group SVP, Marketing
Ki Yi, Creative Lead - Sr. Writer / Producer
Gregory Stein, Creative Director
Javier Rodriquez, Sr. Writer / Producer
Katie Jane Trosan, Writer / Producer
Jaycen Armstrong, Production Manger
Stephanie Czajkowski, Project Manager
Chris Leavy, Project Manager, Strategy
Jennifer Green, Sr. Art Director
Rachel Pearlman, Motion Designer
Andrea Granados, Graphic Designer
Monesha Lever, VP/ Head of Production
Erica Kern, Associate Creative Director
Nate Hoeft, Justin Kanner and Dave Nathan, Edit
Megan Gygax, Writer/ Producer
Jason Leta and Eric Diga, Design & Animation
Brian Cantore, 3D Design and Special Effects
Tyler Proctor, Sound Design & Mix
Justin Kanner, Color
Heather Roymans, Director
Barker White, 1st AD
Justin Kanner, Director of Photography
Michael Sulka, Production Designer
Jeremy Hall, 1st AC
Scott Perryman, Gaffer
Matt Brennan, Grip
Jenn Davis, Props Master
Francesca Faccone, Set Production Assistant