1st September, 1997
National Geographic Channel And Toyota Sign Global Programming Partnership
National Geographic Channel International and its soon-to-launch sister outlet, National Geographic Channel U.S., have signed a significant two-year, programming and marketing sponsorship agreement with Toyota Motor Corporation, Japan. The agreement marks the first global sponsorship deal since the channel launched internationally on September 1, 1997.
The multi-media partnership gives Toyota exclusive sponsorship of the channels' new 52-episode weekly signature series, 'Adventure Starts Here', which launches on NGCI in October and will roll out in the US, Latin America and other new territories as these markets come on line in early 2001.
"As the National Geographic Channel nears its international expansion objectives, we're able to offer global advertisers very attractive multimedia packages for the world wide marketplace," said David Haslingden, President and CEO of National Geographic Channel International (NGCI). "Our programming service for Latin America commences with Brazil in November, rolling out to the rest of the region by early 2001, which is when our sister channel, National Geographic US, will also be up and running."
"Our ability to reach consumers in every corner of the globe coupled with the incredible brand value associated with National Geographic results in a very attractive media package for advertisers interested in an efficient and multi-layered global marketing strategy," Haslingden said.
"Toyota is pleased to partner with National Geographic Channel on this exciting adventure programming series and related activities," said Mr. Kazuo Kimura, General Manager, Overseas Marketing Division of Toyota Motor Corporation.
"National Geographic's long-term conveyance of breath-taking adventure and exciting exploration is ideally suited to Toyota's global brand position. The tastes and lifestyle of our core consumer base are on par with the exciting programming produced by National Geographic. The ability to create a synergy between our two strong brands opens the door for many new opportunities," Mr. Kimura said.
The 'Adventure Starts Here' series targets young adult audiences with features ranging from top-line adventure programs including On the Edge, a series about extreme mountain climbing; Treasure Seekers, a new series about today's high-tech buccaneers and their quest to locate and claim hidden treasures; and Next Wave, a National Geographic Television commissioned series currently in production in the South Pacific.
Also included in the weekly series will be the renowned scientific, exploration, and natural history themes that have become synonymous with National Geographic programming.
Traditional on-screen credits, bumpers and billboards within the 'Adventure Starts Here' series will include the Toyota sponsor credit and branding. Additionally, National Geographic Channel will also incorporate Toyota branding as a key element of all on and off-air marketing and promotion for the new series.
In addition to the series sponsorship, Toyota's globally integrated marketing partnership with National Geographic will extend to the organization's other entities including the website and local marketing initiatives.
"The opportunities for Toyota and National Geographic to work in concert with one another are significant and very promising," said Mr. Kimura, "As both organizations continue to develop and expand, so too will the possibilities for further associations and mutually beneficial endeavours."
NGCI's Director of Advertising Sales Europe, Errol Pretorius co-ordinated the deal in conjunction with UK-based Broadcast Marketing. The deal has been managed by Riddle International out of London and Tokyo, representing Toyota Overseas Marketing Division in communications and consultancy.
National Geographic Channel International is a business enterprise comprised of FOX Entertainment Group, NBC and NGT, and can currently be seen by over 75 million subscribers (including day-part households) in 15 languages (including English) in 110 countries outside the U.S. The service was launched on September 1, 1997. With the launch in Brazil, National Geographic Channel International will be available to an additional 1.7 million subscribers.
National Geographic Channel US launches January 2001 to 10 million initial homes with commitments through the nation's largest broadband operators, AT&T Business and Internet Services (terrestrial) and Direct TV (satellite) as well as Adelphia Communications, boosting that total to more than 25 million subscribers. NGC US is a business enterprise of NGT and FOX Cable Networks Group.
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