Paramount Global is launching a new branding campaign under the tagline “Popular is Paramount,” featuring select properties from its portfolio. And this includes Star Trek, with Strange New Worlds getting pride of place in a new TV spot.
Trek in “Popular is Paramount”
Paramount Global, the corporate owner of Paramount+, CBS, MTV, Comedy Central, Paramount Pictures, and more, is launching a brand new brand campaign with the goal to “emphasize Paramount’s definitive value among the advertiser, distributor, investor and creative communities as a powerful global entertainment partner of choice.” The new campaign includes television ads, social media and outdoor advertising, all featuring “Paramount’s biggest IP front and center and anchored in research-backed insights.”
Star Trek has pride of place, kicking off the TV spot with Strange New Worlds representing the franchise, emphasizing the “Over 50 Years Of Fandom.”
With Picard ending in April and Discovery wrapping up early next year, Strange New Worlds is currently the only live-action Star Trek series with a potential future, at least officially.
However, Discovery will get some attention in the campaign as well, as part of the outdoor and social media campaign. It is featured in one of the brand banners rolling out for the campaign (as seen below).
“‘Popular is Paramount’ is a celebration of our company, content and creative excellence,” said Paramount president and CEO Bob Bakish in a statement. “It simply captures what we do best — giving audiences what they want, with smart strategies that maximize the reach and power of our unified portfolio to successfully market and distribute IP all around the world at scale. Our content engine is driving huge and undeniable momentum, underscoring our ability to produce big, mass market hits across genres, demographics, formats and platforms.”
The campaign will roll out across Paramount-owned media as well as paid media. The outdoor campaign will include placements in New York and Los Angeles. The “Popular is Paramount” campaign will run through Summer 2023.