• by David Goetzl , June 13, 2008

The Outdoor Channel, which underwent a re-branding last year with the tagline "America's Leader in Outdoor TV," is launching a campaign that it says is rooted in hunters' and anglers' efforts to husband the environment.

Top-lined by a "This Land is Your Land" moniker, the network joins the run of entities (networks, businesses, etc.) with an eco-friendly corporate responsibility initiative.

The channel says the basis for the campaign includes four "CORE" principles: "conservation, outreach, responsibility and education."

The Outdoor campaign will run on-air and online and incorporate grassroots efforts. Consumers are a principal target, but it will expand to earmark affiliates and advertisers, too.

Denise Conroy-Galley, senior vice president of marketing and research at Outdoor Channel, said: "Hunters and anglers have long been the natural stewards of our environment. This campaign is about using this passionate audience to spread the message of conservation and related values far and wide."

Outdoor Channel, focusing on hunting and fishing programming, has received publicity lately as several of its shows shifted to competitor the Sportsman Channel.

Both networks recently signed distribution deals with Comcast. Neither is overly forthcoming about distribution, with Outdoor Channel releasing few details on that front, and Sportsman saying it is "devoted" to 50-million-plus "sportsmen in the United States."