National Geographic Goes ‘Further’


National Geographic Abu Dhabi has announced an extensive brand enhancement across the company’s media platforms and experiences in the Middle East region in line with its global brand development.

‘Further’ is now the global tagline for National Geographic and all its media platforms and properties. The new direction of National Geographic that represents ‘Further’ is evident in its global series “MARS” – a hybrid of documentary-style interviews interwoven with a fictional narrative about the mission to colonize the Red Planet.
Its local programming push for the Middle East region is evident in films on “Al Marai – Argentina farms”, “Mission Everest – The UAE Military Team” and “Emergence of a Union” on the unification of the seven emirates that make up the UAE.

“A year ago we combined all of our content platforms into one company, establishing an unparalleled and enviable global reach for our iconic brand, which touches over 730 million consumers every month. Our clear charge going forward is to reinvent National Geographic for the 21st Century, and in so doing, establish the world’s leading premium brand in science, adventure and exploration”, said Declan Moore, CEO, National Geographic Partners.

“Abu Dhabi Media is dedicated to working with world-class brands to deliver content that is not only entertaining and visually spectacular but that enthralls audiences with thought-provoking and intelligent narratives. We are extremely excited by National Geographic Abu Dhabi’s new direction under the tagline “Further”, commented Abdul Hadi Al Sheikh, Executive Director of Television, Abu Dhabi Media.

Sanjay Raina, General Manager of National Geographic Abu Dhabi MENA and Fox Networks Group Middle East also said, ‘Further’ is a call to arms, a rallying cry, an ever-shifting marker of progress. By definition, it never ends; it knows no bounds. National Geographic strives to produce content that has the power to inspire, enlighten and provoke — entertainment with purpose. We are increasingly doing so in the Middle East region and our local emphasis is visible in new films on UAE’s Everest mission and it’s unification”.

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