Golf Channel, LendingTree Ally7/30/2003 5:49 AM Eastern
The Golf Channel and LendingTree Inc. announced Wednesday that they are
teaming up on "a multidimensional branded-content partnership" effective next
A key component in the alliance is LendingTree Backyard Dream Green, a
half-hour program that will teach viewers how to build a putting green in their
The show will serve as an entertaining illustration of what a home-equity
loan or line of credit can accomplish for consumers via LendingTree, vice
president of marketing Bob Harris said in a prepared statement.
The idea was developed by LendingTree's ad agency, Mullen in Wenham,
During the half-hour show, pro golfer Tripp Isenhour will get guidance on how
to finance this backyard dream from LendingTree CEO Doug Lebda. In addition, the
firm's logo will be embedded in the show via flags and shirts worn by Isenhour
The program, due to premiere Aug. 6 at 10 p.m., will air 24 times.
To drive viewership, the network will run promotion spots and use its Web
site (www.thegolfchannel.com) and
"The Golf Channel Viewer's Guide" distributed in Golf Digest.
Moreover, instructions on how to build the backyard putting green will be
shown live on TheGolfChannel.com, which also will contain a link to the
Throughout the year, Golf will air 60-second "Tips from the LendingTree
Putting Green" within its own instructional series, Academy Live.
Different tips will run three times daily.
In addition, anchors on the network's Golf Central will introduce "the
LendingTree-branded winning shot of the past weekend," according to Golf senior
VP of sponsorship sales Gene Pizzolato.