These Ads Are History

Moss/Dragoti is breaking an image campaign for the History Channel which will retain the cable network’s current ad theme, “Where the past comes alive.”
“We plan to brand the History Channel as an avenue to actually experiencing history. History is not just about memorizing places and dates,” said Michael Mohamad, vice president of marketing at New York-based A&E Television Networks, which produces the History Channel.
The New York shop, a unit of BDDP North America, is introducing billboards in select national markets which combine images of specific historical events with headlines that read “Next Stop ” Executions such as “Next Stop, Waterloo” and “Next Stop, Pompeii” have been placed
on buses, subways, and phone kiosks. Magazine ads, breaking this month, will tout specific programming as well as contribute to the image efforts.
Mohamad declined to comment on the ad budget, but sources said the channel will spend an estimated $10 million.
“We’re calling it the ‘Collectibles Campaign.’ Tangible pieces of history are featured. It is very tactile,” said Charlie Moss, chairman of Moss/Dragoti.
Moss/Dragoti handles creative duties on the business while Horizon Media in New York handles media planning and buying.
The campaign kicks off after a strong start for the History Channel, which has netted more than 40 million subscribers in two and a half years of existence.