How a 17-Year-Old Brand Changed Public Perception in 12 Packed Days

LOS ANGELES, CA - APRIL 24:  Director Ron Howard speaks onstage during the Los Angeles Premiere Screening of National Geographics 'Genius' the Fox Theater on April 24, 2017 in Los Angeles, California.  (Photo by Tommaso Boddi/Getty Images for National Geographic)

Can a 17-year-old brand in the television space shout loud enough to make sure stakeholders hear that it's about to undergo a major rebrand? This case study describes how National Geographic Channel planned and executed a whirlwind campaign, mounting more than 30 events during 12 busy days in April.