Outdoor Channel Goes Inside With Pass It On-Outdoors Mentors
Network Will Run Programming, Create Marketing Efforts With Group Dedicated To Sharing Outdoor Experiences
Mike Reynolds -- Multichannel News, 4/28/2009 1:50:12 PM
Outdoor Channel has netted an exclusive partnership with Pass It On-Outdoors Mentors, a national organization dedicated to sharing the experiences of traditional outdoor activities.
As part of the relationship, Outdoor Channel will serve as Pass It On -Outdoor Mentors' exclusive television partner, participating in all of the group's youth mentoring events and filming select events for inclusion on the network's slate.
Additionally, Pass It On-Outdoor Mentors celebrities and personalities will film public service announcement for Outdoor's air and Web site.
Officials at Outdoor Channel also indicated that they plant to leverage the partnership with affiliates, advertisers and outdoor affinity and conservation organizations to create customized marketing programs around Pass It On-Outdoor Mentors.
"Youth participation in traditional outdoor pursuits like hunting and fishing is critical to preserving the outdoor heritage, and Pass It On - Outdoor Mentors is a great example of an organization that helps young people connect with nature," said Denise Conroy-Galley, senior vice president, marketing and research at Outdoor Channel, in a statement. Galley is a member of the Pass It On - Outdoor Mentors board of directors.
Added Pass It On-Outdoors Mentors CEO Michael Christensen: "It's extremely gratifying to have a supportive partner like Outdoor Channel that has the reach, powerful platforms of television and Internet, and the same long term commitment to the outdoors and youth participation as Pass It On. Outdoor Channel's base of viewers is geared to those exact activities we're focused on and as active members in their communities, we are confident that we will see significant participation from their viewers and supporters."
Outdoor Channel's relationship with Pass It On - Outdoor Mentors adds to its existing partnerships with more than a dozen conservation organizations and champions of the outdoors, including Boy Scouts of America, Ducks Unlimited, National Wild Turkey Federation, Safari Club International, Trout Unlimited and Pheasants Forever.
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