• by Joe Mandese  @mp_joemandese, March 10, 2005

Not since Morton began branding salt has a marketer sought to wrap its name around a more ubiquitous and everyday product, but beginning this summer and leading up to the start of the 2005-06 TV season, The Weather Channel will break an advertising and promotion effort designed to brand, what else, the weather. But the tagline used in the upcoming campaign is more reminiscent of General Electric's than the well-known salt brand: "Bringing Weather To Life."

The marketing effort is part of an ongoing progression by TWC to differentiate itself from the deluge of generic local weather services, and other nationally branded national TV and online weather Web portals that it competes with. The effort also is a key part of TWC's upfront sales strategy for Madison Avenue, reminding advertisers and media buyers that the channel is more than just information about weather patterns, but is a media environment that has an emotional connection with its viewers.

"The Weather Channel is a unique and distinctive brand, but even strong brands must evolve," said Wonya Lucas, executive vice president of marketing at TWC. "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 initiative centers on a core group of viewers and Web site users TWC has defined as "the Vitalists," people who are passionate, have a deep sense of curiosity and "thrive on the search for useful, unusual and inspiring information that will enrich their lives."

"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," said Lucas.

The marketing program will complement a new programming initiative that seeks to expand TWC eve further beyond conventional weather news and information than it has in the past, emphasizing the "dramatic" nature weather related programming.

One new show, Weekend View, offers weather and lifestyle information and If It Happens Tomorrow, presents "what if" scenarios for natural disasters. And in a nod to Casey Kasem, the Weather Top 10s will countdown which cities are the sunniest, coldest, rainiest, etc.

The company held its upfront presentation in both Quebec and New York City. The effort was grounded in The Weather Channel's attempt to rebrand itself - along with new logo - under the new tagline "Bringing Weather to Life, a Weather Channel spokeswoman said.

In addition, the network took the opportunity to reveal its strategic alliance with Subaru of America, which is sponsoring a program of "profiles of weather courage" called Heroes of the Storm. The show premieres April 10 (8 and 11 p.m. ET), with a week of special primetime programming under that theme. -- David Kaplan contributed to this story.