Animal Planet Expo, the cable network's affiliate-marketing vehicle tour, is
hitting the road for its sixth year, this time with Merial as its presenting
sponsor, Animal Planet announced Tuesday.
Merial markets Frontline and Heartgard Plus pet products.
The Expo includes a theater featuring an animal-rescue movie and special
presentations by veterinarians featured in the network's Emergency Vets
series; a Discovery HD Theater (sponsored by Mitsubishi Digital Electronics
America Inc.); a "Ranger Rick KidZone," sponsored by the National Wildlife
Federation and featuring face painting, crafts and a 45-foot climbing wall; a
digital photo center; an American Humane tent, featuring animal-rescue efforts
by the Animal Planet Rescue disaster-relief vehicle; and a vet clinic, featuring
vets from Emergency Vets and sponsored by Frontline and Heartgard.
In addition, the 14-market tour helps affiliates to drive digital-cable
sales, to promote high-speed Internet-access service and to introduce consumers
to high-definition television, Animal Planet's announcement said.
The tour also has a local ad-sales component, which amassed $2.5 million in
revenue for the network's affiliate partners last year, according to Discovery
Networks U.S. executive vice president of affiliate sales and marketing Bill
Participating affiliates this year will include systems owned by Adelphia
Communications Corp., Cablevision Systems Corp., Charter Communications Inc.,
Comcast Corp., Cox Communications Inc. and Time Warner Cable.