History Channel Books Passage on Intrepid

The History Channel is going off-air to promote its on-air fare.

The network has established a strategic marketing partnership with the Intrepid Sea, Air & Space Museum, moored here, which manifested itself this past weekend with the opening of a Atlantic Crossings exhibit tied to the Concorde jet and supersonic flight.

History Channel officials helped assemble the 48-foot by 20-foot area that leads to the Concorde itself.

Within, visitors will find panels chronicling the evolution of passage across the Pond from first ships and planes to the Concorde, replete with network-supplied streaming audio and video.

“Our goal is to become part of history,” said Michael Mohammad, alluding to the net's Save Our History initiative. “Visitors and tourists coming to the Intrepid and Atlantic Crossings museum will definitely know we are involved.”

History has supplied the Intrepid with documentaries and shorts over the years, said Mohamad, who was slated to attend the unveiling of Atlantic Crossings with the pilot who steered the last Concorde flight and various New York City dignitaries last Saturday.

History supported the museum's premiere by airing Concorde Alpha-Delta: An Intrepid Journey— a documentary chronicling the Concorde and the birth of supersonic flight — on June 23 and 26.

Going forward, the cornerstone of the multi-pronged partnership — designed to draw foot traffic to the Intrepid and viewers to History — is themed programming and interstitials in conjunction with museum experts examining select historical events, with the Intrepid as a backdrop or within historical context.

History also will create and distribute curricula to teachers for use through Cable in the Classroom. History will develop an adjunct promotion, rewarding winning students with trips to the Intrepid.

History will promote the effort on the air, on Web sites, and in consumer promotions.

The net will gain exposure by inclusion in 500,000 Intrepid visitor guides and 400,000 promotional rack cards distributed annually.

The final element calls for developing a dedicated “E-mail the Troops” station at the Intrepid. This station will allow museum visitors to send e-mail to the men and women of the U.S. Armed Forces, via computers donated by History.

The e-mail messages will be integrated into the net's Mail Call show, in which retired Marine Gunnery Sgt. R. Lee Ermey takes viewers' questions concerning military hardware and technology, then consults with experts to answer them.