CNN Ad Sales has steered Subaru of America as returning sponsor CNN Heroes, the network's multiplatform initiative that looks to spotlight everyday citizens accomplishing extraordinary deeds.
Tide and Humana also signed pacts as sponsorship newcomers to this year's endeavor. Deal terms were not disclosed.
All of the advertisers have been featured during the lead-up to, and including, the third annual event and global broadcast of CNN Heroes: An All-Star Tribute, hosted by Anderson Cooper, which premieres on Thanksgiving at 9 p.m. (ET) on CNN, CNN International and CNN en Español.
Sponsorship elements include customized billboards and tagged tune-ins surrounding CNN Heroes features that run year-round on CNN, HLN and CNN Airport Network. An integrated program, CNN Heroes also provided Subaru exposure on the new CNN.com through co-branded banners and video pre-roll running in conjunction with online and mobile stories, videos, and monthly CNN Heroes reports. All sponsors received on-site co-branded signage within and surrounding Hollywood's Kodak Theatre, which housed the Nov. 21 event.
"CNN Heroes is a unique opportunity that allows us to work together with our marketing partners to spotlight particular cause marketing campaigns that are true to their brands," said Greg D'Alba, executive vice president and chief operating officer, CNN Ad Sales and Marketing, in a statement. "It is an impactful year-long marketing platform, and will be a powerful night of programming going into this holiday season."
Supporting creative for some of the sponsoring brands will feature altruistic initiatives, including: Tide's "Loads of Hope" program, which provides relief to people affected by disasters by means of a mobile Laundromat; and Subaru's "Share the Love" campaign, which encourages Subaru new vehicle customers to choose from one or more of five partner charities to receive a $250 donation on purchases made between Nov. 21 through Jan. 4, 2010. Humana's ads spotlight actual Medicare members and show how the company provides health related guidance.
Efren Penaflorida of the Philippines was named the 2009 CNN Hero of the Year on Nov. 21 after nearly 3 million votes were cast at CNN.com/Heroes. Ten years ago, Penaflorida faced a choice so many impoverished teens in the Philippines confront: life in a gang. When a gang member challenged him to a fight, Penaflorida walked away and embraced his education, promising to create a positive alternative for other children to build a better life. Through his organization, Dynamic Teen Company, Penaflorida created a pushcart classroom to bring education to the most forgotten children in the country.
Since 1997, he has taught more than 1,700 students with nearly 12,000 members in his organization, showing the youngsters that they, too, have a choice. Peñaflorida hopes to create an international movement for pushcart classrooms in underdeveloped parts of the world.
Penaflorida was voted CNN Hero of the Year from among the Top 10 CNN Heroes, who were all honored at the Nov. 21 event. Celebrity presenters included Nicole Kidman, Kate Hudson, Neil Patrick Harris, Pierce Brosnan, Dwayne Johnson, Eva Mendes, Julia Louis-Dreyfus and Randy Jackson. Underwood, Leona Lewis, and Maxwell each performed.