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Subaru Gains Traction On Sundance's 'Eco Trip' Series

Subaru has driven an exclusive sponsorship deal for Sundance Channel's upcoming original series, Eco Trip: The Real Cost of Living.

Premiering on April 21 in celebration of Earth Day, the eight-part original Sundance series is an in-depth exploration of the origins and environmental impacts of common everyday products. The series will air Tuesdays from 9 p.m. to 9:30 p.m.

The centerpiece of Subaru's multiplatform partnership is an eight-part original short-form series called "Traction for Life," which profiles active participants in environmental efforts. A new installment will premiere each week during EcoTrip, and will also be available on and Sundance Channel On Demand.

Additional elements of Subaru's sponsorship include customized show openings and closings; presence in series tune-in spots; and branded "Eco Tips" that will air throughout the series. As an in-show integration element, host David de Rothschild will drive a 2009 Subaru Forester throughout the series.
Additionally, Sundance Channel and Subaru will hold a "Eco Scavenger Sweepstakes" and send one winner on an "ecotrip" to the Sundance Resort in Utah. Consumers can enter at
"Subaru is the ideal partner for Eco Trip. As a company, Subaru cares about the impact that the production of everyday objects has on our health and on our planet," said Kim Gabelmann, senior vice president, branded entertainment and partnerships at Sundance, in a statement. "The partnership between Subaru and Sundance Channel reflects our mutual commitment to creating enlightening eco-programming and socially-minded brand awareness, and speaks to our ability to do custom, creative integrations that highlight our partners' brand values."
Noted Tim Mahoney, senior vice president and CMO for Subaru of America: "Subaru is proud to support programming that our customers embrace, and with its emphasis on the outdoors and the environment, Eco Trip is a perfect fit for Subaru."