Toyota Motor Sales USA Inc. has inked a deal to become the exclusive
automotive-category advertiser on National Geographic Channel's upcoming
special, Surviving Everest.
That two-hour special, scheduled for April 27, will focus on a National
Geographic Expeditions Council trip in which the sons of Sir Edmund Hillary and
Tenzing Norgay will mark the 50th anniversary of their fathers' Everest
ascent.
For its part, expedition sponsor American International Group Inc. bought
exclusivity in the insurance/financial ad category on the special, as well as
shoulder programming, tagged promos and vignettes.
Terms of the ad buys were not disclosed.
