Source:
Honda
Sponsorship
to Include 360° Promotion including On- and Off-Air Consumer Marketing,
Online, VOD, Custom-Branded Content and Reciprocal Marketing
National Geographic Channel (NGC) announced today that Honda has signed on as the U.S. presenting sponsor for the highly anticipated GREAT MIGRATIONS
- the global programming event that takes viewers around the world on
the arduous journeys millions of animals undertake to ensure the
survival of their species.
Great Migrations is a worldwide initiative unprecedented in the National Geographic Society's storied 120-year history. At the core of Great Migrations
is a seven-hour high-definition miniseries event three years in the
making - produced by National Geographic Television - set to premiere
globally on the National Geographic Channels in fall 2010. The world
premiere specials will include four core hours chronicling epic stories
of animal migration across the globe.
As a key component of the Great Migrations
presenting sponsorship, NGC and Honda will collaborate to develop a
custom cross-platform marketing campaign specifically designed to align
Honda'scorporate "Power of Dreams" campaign with the spirit of Great Migrations'
epic tale of life on the move. RPA, Honda's advertising agency of
record, worked on the development of this multifaceted partnership.
Honda's "DREAM THE IMPOSSIBLE" Documentary Series is the latest
campaign in Honda's "Power of Dreams" corporate image marketing. The
documentary series communicates the spirit of the Honda brand through
unscripted, personal, human stories, revealing Honda's unique
philosophy - that impossible dreams can be realized through
determination and creativity. Recognizable names participating in
Honda's"DREAM THE IMPOSSIBLE" Documentary Series include IndyCar®
driver Danica Patrick, film director Christopher Guest, professional
skateboarder Tony Hawk, film director Clive Barker and renowned leader
in mind-body medicine Deepak Chopra, M.D. The latest short documentary
installment will debut during Great Migrations.
Leveraging the themes of the "DREAM THE IMPOSSIBLE" Documentary
Series, NGC and Honda will work together to build upon the natural
parallels between the stories of survival and ingenuity in Great Migrations
and Honda's documentary film stories chronicling those who are
overcoming obstacles to follow their dreams. Honda's culture and
philosophy have inspired advanced technologies across diverse product
lines including automobiles, motorcycles, power products, robotics and
aviation.
The robust on- and off-air campaign will reach millions nationwide
and will include significant exposure through National Geographic's
many brand extensions, including web and mobile, VOD, home video,
licensed products, educational outreach, consumer events and more.
"Great Migrations combines stunning imagery with
some of the natural world's most incredible stories about survival,
family and life, which naturally align with Honda's 'Power of Dreams'
campaign," said Rich Goldfarb, senior vice president, ad sales, NGC.
"It is the most ambitious project in National Geographic's history,
embodying a commitment to quality that typifies both our brands and
offering a multitude of synergies Honda can tap into as our partner and
presenting sponsor for Great Migrations."
"Great Migrations celebrates the perseverance and
drive behind these incredible animal migrations - a natural platform
for Honda's 'Power of Dreams' marketing, which celebrates human stories
of perseverance, including our long-standing engineering commitment to
develop cleaner forms of mobility," said Barbara Ponce, manager of
corporate advertising for American Honda Motor Co., Inc.. "The
inspiring content and cutting-edge caliber of Great Migrations aligns perfectly with the uplifting stories and cinematic quality of our 'DREAM THE IMPOSSIBLE' Documentary Series."
Great Migrations gives the word "move" a whole new meaning. Shot from land and air, in trees and cliff-blinds, on ice floes and underwater, Great Migrations tells
the formidable, powerful stories ofmany of the planet's species and
their movements,while revealing new scientific discoveries with
breathtaking high-definition clarity. The beauty of these stories is
underscored by new knowledge of these species' fragile existence and
their life-and-death quest for survival in an ever-changing world.
Three years in the making, the all-National Geographic Great Migrations team
traveled 420,000 miles across 20 countries and all seven continents to
bring this spectacular first-of-its-kind production to television.
Additional hours of Great Migrations will include a special that investigates the science behind animal migration (airing as part of NGC's signature series Explorer in
the United States); a behind-the-scenes special on the advanced
technology and dramatic challenges required to capture the spectacular
footage and rare behaviors documented during the filming; and an
hour-long visual concert comprising the stunning footage set to
original music airing with limited commercial interruption.
In addition to the seven hours of programming, Great Migrations
content will be featured across the spectrum of National Geographic
properties, including magazine pieces, books, DVDs, mobile and iPhone
apps, games, lectures, screenings, exhibits and tours, among others.
The campaign will also be accompanied by comprehensive marketing,
communications and digital cross-platform efforts undertaken by the
channel, working with our parents at the Society and Fox Networks.
Great Migrations is a National Geographic Television (NGT)
production. President, NGT is Michael Rosenfeld. Executive producer is
Keenan Smart. Series producer is David Hamlin. Executive producer for
National Geographic Channels is Char Serwa; For NGC-US, senior vice
president of development and production is Juliet Blake, and executive
vice president of content is Steve Burns. For National Geographic
Channels International, executive vice president of content is Sydney
Suissa.
# # #
National Geographic Channel U.S. (NGC)
Based at the National Geographic Society headquarters in Washington, D.C., the National Geographic Channel
(NGC) is a joint venture between National Geographic Ventures (NGV) and
Fox Cable Networks (FCN). Since launching in January 2001, NGC
initially earned some of the fastest distribution growth in the history
of cable and more recently the fastest ratings growth in television.
The network celebrated its fifth anniversary January 2006 with the
launch of NGC HD, which provides the spectacular imagery that National
Geographic is known for in stunning high definition. NGC has carriage
with all of the nation's major cable and satellite television
providers, making it currently available in more than 70 million homes.
For more information, please visit natgeotv.com.
Honda
Honda
marked 50 years of
operations in America in 2009. As a company devoted to the advancement
of human mobility, Honda's innovative research and development efforts
during the past decade have yielded such diverse outcomes as humanoid robotics, walking assist devices, HondaJet, fuel cell electric vehicle technology,
thin film solar cells, increased rice crop yields and functional
nano-materials - in addition to the design and development of automobiles, motorcycles and power equipment
products. Based on its belief in the value of technology to address the
needs of society, it is Honda's mission to develop products that
anticipate and satisfy the evolving needs of its customers while
meeting society's demand for cleaner, safer, more efficient and
sustainable means of transportation and human mobility.
Honda News & Views: http://www.honda.com/news
Honda Multimedia Newsroom (For Media Only): http://ww.hondanews.com
Honda on YouTube: http://www.youtube.com/honda
Honda on Twitter: http://www.twitter.com/alicia at honda
Honda on Flickr: http://www.flickr.com/hondanews
Honda Web Site: http://www.honda.com
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