Starting up its first brand campaign, the National Geographic Channel will also get its first worldwide tag line: "Live Curious."

The worldwide marketing effort will be rolled out next month as part of a four-month-long push in 166 countries where National Geographic has TV channels.

National Geographic Channel in the U.S. started in January 2001, and currently has some 70 million subscribers.

On-air talent from Nat Geo shows will show up in on- and off-air marketing materials under the "Live Curious" theme. This includes Sean Riley of "World's Toughest Fixes," Cesar Millan of "Dog Whisperer," John Garcia of "DogTown," "Chris Fischer of "Expedition Great White," Batso and Johnny O of "Rescue Ink Unleashed" and Zeb Hogan of "Hooked."

Italian production company Mercurio Film and creative consultant Patrizio Marini came up with the 60-second and 30-second brand spots. In the U.S., Click 3X created marketing extensions of Nat Geo programs for the campaign.

"Live curious" is about exploration, pioneering and questioning, which captures National Geographic's shared spirit," said Rafael Sandor, executive vice president of creative and marketing for National Geographic Channels International, in a release.

The campaign will start in the United States, India and the Netherlands, and will eventually reach 315 million homes worldwide.

Both the National Geographic Channel in the U.S. and National Geographic Channels International are part of joint ventures between Fox Cable Networks and National Geographic Ventures.

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