Discovery, Armstrong Are ‘Chasing #7’


Discovery Communications Inc. will be doing some heavy pedaling in support of cyclist Lance Armstrong.

The company Wednesday announced the kickoff of a worldwide programming and marketing effort in support of the Discovery Channel Pro Cycling Team and Armstrong’s attempt to win the Tour de France for an unprecedented seventh consecutive year.

The programmer will kick off a seven-week campaign under the banner, “Chasing #7.”

Related programming will air on Discovery Channel, highlighted by The Science of Lance Armstrong, which will debut in primetime in more than 160 countries and 35 languages June 27as a “Watch with the World” programming event.

And the network will air specially created commercial spots featuring Armstrong and the rest of the team, along with stars of Discovery Networks U.S. series such asAmerican Chopper, The Crocodile Hunter, World Poker Tour and What Not to Wear.

“Discovery is the world’s storyteller, and Lance Armstrong’s personal history is an incredible story of strength, perseverance and excellence,” DCI CEO Judith A. McHale said in a prepared statement.

“The Chasing #7 campaign will use our worldwide media platforms to give viewers unprecedented access to a cultural phenomenon and world-class athlete, survivor and celebrity, and the extraordinarily successful Team Discovery,” she added.