Discovery Channel and Volvo, have entered a partnership that should provide the sponsor with access to Discovery Channel's young male audience.
Amanda Turnbull, director of advertising sales for emerging markets, Discovery Networks EMEA said: “It's fantastic that clients see the value our shows bring to their marketing campaigns and how they're able to use this platform to enhance their branding and messaging. Discovery Channel's largely male, 25 - 44 year old, upper income audience is perfectly in line with Volvo's target market, making this sponsorship a natural one.”
Volvo plans to promote its latest retail campaign "Volvo Crash Tested Deals" as well as its latest models and profile the technology behind these vehicles.
“Sponsoring Fifth Gear and Prototype This presents us with the ideal opportunity to reach this coveted market and showcase our latest offerings. By sponsoring a motoring show and a second, technology-based show, we're able to tap into both these audiences which form two of Volvo's key focuses: people and cars, and technology. Through Discovery Channel we are able speak to that essential tech-savvy, opinion leader audience which is aligned with our demographic and the exact market we're looking to reach,” says Volvo's marketing manager, Michelle Naudé.
Volvo's sponsorship investment of the two programmes includes opening and closing billboards for each show; two 10-second bumpers per show; tagged promos and one 30-second commercial per show. The campaign runs from 7 - 29 August 2009 (Fifth Gear) and from 7 October - 22 November 2009 (Prototype This).