National Geographic today announced the formation of a Global Media Integrated Sales and Sponsorship Group. Led by Stephen Giannetti, senior vice president and group publisher of National Geographic magazines, the group will develop integrated advertising sponsorship programs utilizing all the assets of the National Geographic — magazines, television, giant-screen films, digital media, maps, games, music, radio, mobile and exhibits.
“Our goal is to create effective multi-platform marketing programs for our clients while also promoting the Society’s mission of inspiring people to care about the planet,” said John Q. Griffin, National Geographic’s executive vice president and president of publishing.
The group will focus on three primary areas of business: travel, entertainment and brand extension. In the travel category, Dawn Drew will move from her current position of vice president of Traveler magazine to assume the role of vice president, travel, for Global Media Integrated Sales and Sponsorship. Drew had many successes at Traveler magazine, creating integrated travel programs boosting revenue. She will continue to build on these programs, utilizing all aspects of the Society’s travel brands to develop rich, multilevel, cobranded marketing partnerships.
In the entertainment category, Shannon Hebert will become vice president, entertainment, for Global Media Integrated Sales and Sponsorship. She will develop integrated programs centered on properties in entertainment, including giant-screen films, PBS Specials, kids programming and content, and music. She also will be responsible for widening the depth and breadth of these programs, extending them into National Geographic’s other assets, such as print, digital media and gaming.
In the brand extension category, Claudia Malley, in addition to her current role as domestic publisher of National Geographic magazine, will assume responsibility for developing integrated programs for companies outside the travel category. In this added role of vice president, Global Media Integrated Sales and Sponsorship, Malley will identify companies that are engaged in marketing and sales activities that closely relate to the Society’s mission and will develop integrated partnership programs for these like-minded clients.