Subaru’s Multi-Platform, Integrated Sponsorship Deal Includes Eight-Part Short-Form Series "Traction for Life" and Sweepstakes
"Eco Trip: The Real Cost of Living" Premieres April 21st at 9:00 PM ET/PT
New York, NY April 10, 2009 – Sundance Channel announced today that Subaru of America, Inc. has signed on as an exclusive sponsor of the upcoming original series, "Eco Trip: The Real Cost of Living." Premiering on Tuesday, April 21st, in celebration of Earth Day, the eight-part original Sundance Channel series is an in-depth exploration of the origins and environmental impacts of common everyday products. The series airs Tuesdays from 9-9:30 PM (ET/PT).
The centerpiece of Subaru’s multi-platform partnership is an eight-part original short-form series called "Traction for Life." The Subaru short-form series profiles people who actively participate in environmental efforts and make smart, safe and fun choices for themselves, their families and their communities. A new episode of "Traction for Life" will premiere each week during "Eco Trip," and will also be available on sundancechannel.com and Sundance Channel On Demand.
"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, SVP, Branded Entertainment and Partnerships. "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."
"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," says Tim Mahoney, senior vice president and CMO for Subaru of America, Inc.
Additional elements of Sundance Channel’s partnership with Subaru 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, host David de Rothschild drives a 2009 Subaru Forester throughout the series.
In addition, Sundance Channel and Subaru will hold a "Eco Scavenger Sweepstakes" and send one lucky winner on an "ecotrip" to the Sundance Resort in Utah. Consumers will be encouraged to log on to the Sundancechannel.com/ecotrip sweepstakes page for more details and entry information.
Sundance Channel has signed on iTVX research firm to measure the quality and impact of Subaru’s sponsorship and brand integration campaign. "Today’s entertainment marketers require more proactive yet cost-effective metrics to make strategic decisions," said iTVX CEO Frank Zazza. "Sundance Channel has structured a valuable multi-venue communications platform for Suburu, and iTVX will provide insights for all areas of this campaign".
"Eco Trip: The Real Cost of Living" is hosted by eco-adventurer David de Rothschild and follows the life-cycle – from production to disposal – of everyday items, including cotton t-shirts and paper napkins, chocolate and cell phones. Episodes reveal the environmental, social, and health effects of each product, and inspire and educate viewers on what they can do to live a greener life. The new series airs as part of THE GREEN, Sundance Channel’s weekly destination for environmental programming.
Under the creative direction of Robert Redford, Sundance Channel is the television destination for independent-minded viewers seeking something different. Bold, imaginative, and uncompromising, Sundance Channel offers audiences a diverse and engaging selection of films, documentaries, and original programs, which are all unedited and commercial-free. Launched in 1996, Sundance Channel is a subsidiary of Rainbow Media Holdings LLC. Sundance Channel operates independently of the non-profit Sundance Institute and the Sundance Film Festival, but shares the overall Sundance mission of encouraging artistic freedom of expression. Sundance Channel’s website address is www.sundancechannel.com.
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multiplatform content for global distribution, creating and managing some of the world’s most compelling and dynamic entertainment brands, including AMC, IFC (The Independent Film Channel), WE tv, Sundance Channel, IFC Entertainment and VOOM HD Networks. Through IFC Entertainment, Rainbow Media also owns and manages the following: IFC Films, a leading U.S. distributor of independent and foreign film with a unique day and date distribution model, "IFC In Theaters," that makes films available to a national audience by releasing them simultaneously in theaters as well as on cable’s On Demand platform; IFC Festival Direct features titles acquired from major international film festivals and initially offers them exclusively through On Demand; IFC Productions, a feature film production company; and IFC Center, a state-of-the-art cinema in the heart of NYC’s Greenwich Village. Rainbow Media also operates Rainbow Advertising Sales Corporation, an advertising sales company; Rainbow Network Communications, a full service network programming origination and distribution company; and 11 Penn TV, a company that manages Rainbow Media’s NYC studios and post-production facilities.
Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency (EPA) fuel economy standards. All Subaru products are manufactured in zero- landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife Habitat by the National Wildlife Federation. For additional information visit www.subaru.com.
iTVX is the leading global product placement and branded entertainment valuation company. They provide proactive insights and solutions, enable marketers and content providers to make better branded entertainment decisions.
Contact Gary Cogland 914-633-9111 x140