Discovery Details Planet Earth Campaign
‘Most Sweeping Program-Marketing Campaign in the Network’s History’
By Multi Channel News Staff -- Multichannel News, 3/5/2007 10:48:00 AM
Discovery Channel detailed “the most sweeping program-marketing campaign in the network’s history” to support 11-part HD series Planet Earth.
The network said the campaign encompasses on-air, off-channel television, print, online, in-theater, out of home advertising, a watch-and-win sweepstakes, retail exposure and a multilayered collaboration with Bank of America, the series’ presenting sponsor.
Bank of America will receive branding through tune-in signage in more than 100 Discovery Channel stores beginning March 19 and through a specially created Planet Earth game on the series’ site beginning March 9.
Since Feb. 25, digital-video-recorder vendor TiVo has devoted its TiVo Showcase branded area to the series.
And the off-channel television campaign kicked off with local ad placements during the 79th Annual Academy Awards, with national ad placements on network television beginning Monday, including spots in CSI, Heroes,Grey's Anatomy and Survivor the week of March 19.
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