Under Chris Albert’s leadership, National Geographic received more critical acclaim in 2021 than in any previous year. At the Creative Arts Emmy Awards, the network garnered 12 primetime Emmy nominations and won three. “Life Below Zero” took home Outstanding Cinematography in a Reality Series and Outstanding Picture Editing for an Unstructured Reality Program, while “Secrets of the Whales” received the award for Outstanding Documentary or Nonfiction Series.
In developing and executing global consumer and trade communications strategies across Disney Branded Television, National Geographic Content and National Geographic Documentary Film, an awards strategy goes hand in hand with any PR campaign, Albert said.
“It is another way to bring value to the content. It is also a way to excite the creators you are working with. Finding ways to lift up content in the award space is an important part of what we do to get our content noticed,” he explains. Also, streaming platforms make it easy to reignite excitement over programming when award season comes around.
“You can see [the shows] any-time. There is a marketing effort to remind the industry and the community that they are there on the platform to watch,” Albert says.
To achieve success in such a competitive industry, there are three keys, Albert says. “Be flexible, don’t be afraid to take risks and—the thing we sometimes forget—don’t forget to have fun.”
“It is easy to get caught in the day-to-day, but we have a fun job. We are promoting fun content. We are bringing a broad array of content across a variety of platforms… This is a unique time and having so many different ways to reach consumers is exciting,” Albert adds.
The multiplatform world, however, also means more competition for the attention of those consumers. Albert points out that for every reporter, there could be 150 publicists. “The ratio is staggering. The [question becomes] how can we lift up our content and make it something a journalist would like to cover?”
One way Albert and his team found a way to break through last year was by producing a drive-in premiere screening for “Happier than Ever: A Love Letter to Los Angeles,” which highlights Billie Eilish’s hometown while showcasing songs from her new album. The drive-thru event at the Grove included socially distanced photo ops and performers—even dinner.
This endeavor was illustrative of the lessons learned during the pandemic, when it was impossible to promote shows the usual way through traditional red-carpet events and in-person premieres.
“The thing about virtual is not limited to the number of people in a theater. We have been able to reach a broader audience of press influencers and audiences to engage ahead of our shows,” Albert says, noting that there could continue to be a hybrid model.