Outdoor Life Network announced Tuesday that it is offering an integrated
'Capture the Challenge' promotion for affiliates tied to its upcoming coverage
of the Tour de France bike race and designed to attract local ad sales.
OLN -- which has scheduled live daily coverage of the Tour de France July 6
through 28 -- is banking on viewer interest in Lance Armstrong's quest for yet
Senior vice president of affiliate sales Becky Ruthven said in a prepared
statement that OLN's multipronged turnkey push 'drives home the benefits of
partnering with the network on Lance Armstrong's quest for a fourth Tour de
The programmer has sent affiliates customizable cross-channel tune-in and
sweepstakes spots, point-of-sale materials and premium items, as well as
research and ad-sales presentation materials.
The tie-in sweepstakes' grand prize is a package encompassing a laptop
computer, digital camera and printer.
In addition, OLN has produced a consumer brochure, 'The Viewer's and Web
Surfer's Guide to the Tour de France and Cycling,' which can also be customized
to promote operators' latest high-speed Internet-access promotional offers.
And the network has suggested that affiliates partner with it and local
bicycle shops, along with fire and police departments, to stage such community
events as cycling-safety clinics or family-fun events.