Attracting a younger generation
of subscribers

National Geographic Media’s subscriber base skewed older, so Nomadic was tasked with increasing subscriptions among a younger audience, specifically Millennials. While National Geographic aligned with Milliennials' aspirations and values, research revealed they perceived the publication as "that magazine with the yellow border" on their grandparents' coffee table. So, we focused all efforts on promoting the digital subscription, with campaigns that would correct the misperception and persuade Millennials that National Geographic is for them.