Discovery Communications Wednesday announced that GM will be the exclusive automotive sponsor for ‘Planet Green,’ the 24-hour eco-lifestyle network set to debut June 4.
The partnership includes premier sponsorship of the network’s landmark series Greensburg, various vehicle and program integrations, short-form content and an online component. The deal also provides GM exclusive automotive sponsorship at the national level and offers GM an opportunity to demonstrate its broad commitment to offer customers more choices, cleaner vehicles and improved fuel economy.
"Advertisers have long recognized the strength of the Discovery Communications brand, and the addition of Planet Green to our portfolio of networks provides another top-notch opportunity to reach target audiences," Joe Abruzzese, president, Advertising Sales, Discovery Communications, said in a statement. "Our partnership with GM is a perfect match of two brands relating to a growing population of eco-conscious viewers and consumers."
Greensburg, a 13-part documentary series produced by Leonardo DiCaprio’s production company, Appian Way, along with Craig Piligian’s Pilgrim Films & Television, follows the story of a community coming together and facing the task of greening their small Kansas town after being hit by an EF5 tornado in May 2007 that destroyed 95 percent of the town.
GM also donated three Chevrolet E85 FlexFuel Suburbans to the South Central Community Foundation, which the Foundation allocated for use by the local school. It also provided, through Discovery, three Chevrolet Tahoe hybrid SUVs and one Silverado FlexFuel pickup to the Greensburg city administration. .