Animal Planet announced Monday that it has signed a yearlong 'advertising
partnership' with American Suzuki Motor Corp., which includes various elements
customized for the automaker.
One of those centers on Suzuki's tie-in with the National Wildlife
Federation's 'Keep the Wild Alive' program, for which the network has created a
60-second commercial, as well as tagged tune-in spots that will feature a
different endangered animal each quarter.
The spots are also intended to drive viewers to the Suzuki and NWF Web sites to learn more about the Keep the Wild Alive project.
Moreover, Animal Planet said, it will promote that project via co-branded
banners and a co-branded micro site on animalplanet.com.
Animal Planet said it will develop special spots to showcase the pet-friendly
design of Suzuki's 'XL-7' sport-utility vehicle.
And in the fourth quarter of 2002, the network will create a sweepstakes that
will be promoted during an as-yet-unspecified programming stunt, which will
drive traffic to Suzuki auto dealerships, according to Discovery Networks U.S.
executive vice president of ad sales Bill McGowan and American Suzuki president
Rick Suzuki.
The grand prize will be a new XL-7 SUV and a family safari trip, they
added.
