A&E is starting a new network brand-marketing campaign called ‘Brave Storytellers,’ which targets millennials for its unscripted programming.
A&E wants to build on its high-rated reality TV programs, such as "Leah Remini: Scientology and the Aftermath," which has been nominated for an Emmy.
The marketing effort also hopes to capture viewers for its established reality series, such as "Intervention" and "Born This Way."
“‘Brave Storytellers’ is based on a belief that hiding in plain sight of everyday life are remarkable people and stories all around us,” says Amanda Hill, Chief Marketing Officer at A+E Networks. “We just have to be brave enough to look, to get closer to the heart of a story, to create authentic moments of truth.”
A&E says the campaign will get off-network exposure in CBS’ “69th Emmy Awards,” NBC’s “This is Us,” the new “Will & Grace” series, Comedy’s Central’s “The Daily Show with Trevor Noah, CBS’ “The Late Show With Stephen Colbert,” MSNBC’s “The Rachel Maddow Show” and TBS’ “Full Frontal with Samantha Bee.”
As part of the campaign, A&E will unveil "Look Closer: Across America," a short documentary that portrays the lives of Americans nationwide from branding agency Sunshine and co-produced by A&E and Samsung Electronics America.
A&E says Samsung is a brand that has strong connections with online followers, offering real-time feedback on audiences’ thoughts, ideas and insights. Additionally, A&E and Samsung are working with digital media video producer EKO to produce a custom-interactive digital video designed for mobile storytelling.