• by Wayne Friedman , April 8, 2010

Putting more of a human spin on its programming, Animal Planet is launching a new tagline this month, as part of its new overall campaign: Animal Planet: Surprisingly Human.

The new brand push for the Discovery Communications network suggests not only a focus on animals, but the human stories that surround those creatures. Animal Planet's new promotional push will center on its three big shows -- "River Monsters," "Pit Boss" and "Whale Wars" -- which will incorporate the new tag.

To capture some big attention, the network is airing new brand spots in some of the biggest TV shows in April: Fox's "American Idol," ABC's "Lost," CBS's "Survivor" and ABC's "Dancing With The Stars."

The campaign will also include cable networks; online, including Google, YouTube, and Facebook; print publications People, Field & Stream, New York Post, amNY and Red Eye.

Outdoor advertising will include a billboard on the West Side Highway in New York City, as well as New York City subway station and subway trains. Trade advertising will run in Advertising Age, Mediaweek, Brandweek, and Adweek.

Victoria Lowell, senior vice president of marketing and operations for Animal Planet Media, stated that the campaign "challenges everything people thought they knew about the brand with a direct, yet provocative, message that's guaranteed to change perceptions."

"When you look at our new content through that lens, you understand what's working so well and why. The surprise, and the enormity of the opportunity for Animal Planet, is that we are not only about animals."

The new campaign was created in-house by Animal Planet Marketing and Discovery Creative.