UKTV’s Eden to partner with Lonely Planet
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UKTV has teamed up with Lonely Planet, the leading global travel information provider, to mark the launch of its first rebranded factual channel, Eden, from UKTV Documentary on 26th January.
This partnership will see Lonely Planet sponsoring Eden’s new Adventure & Exploration strand which will run seven days a week at 1000-1100 and 2300-2400 from launch. Key programmes within this strand include Equator, Palin’s New Europe, Expedition Borneo, Russia - a Journey with Jonathan Dimbleby and A Year in Tibet.
UKTV’s Factual Marketing Manager, Sara Holt, says, “We are thrilled to have Lonely Planet on board sponsoring a strand of content on Eden. As a gateway to the world's best natural history, adventure and exploration TV content, Eden is a perfect brand fit with Lonely Planet and its global travel ethos.”
Lonely Planet’s Marketing Director EMEA, Shona Gold, adds, “We’re delighted to have the opportunity to sponsor Eden’s Adventure and Exploration strand. It’s our first ever TV sponsorship deal in the UK and we couldn’t have found a better partner. Eden is a great fit with Lonely Planet. We share similar values to inspire and connect people to the world. This partnership also allows us to extend the reach of the Lonely Planet brand to a wider audience.”
Following extensive audience research, Lonely Planet - in addition to a number of other key partners to be announced shortly - was identified as salient brand fit for Eden’s audience based around adventure travel. This contra-based marketing partnership was negotiated via partnership marketing agency, Mediator, by Caroline Docker alongside UKTV’s Sara Holt and Lonely Planet’s Shona Gold.
Initially signed for a six month period, the deal also includes exclusive online content written by Lonely Planet Travel Editor Tom Hall for Eden’s website, www.exploreeden.co.uk; advertising and advertorial space in Lonely Planet Magazine; “Eden recommends” bookmarks attached to Lonely Planet books; an Eden micro-site on the Lonely Planet website; and joint Eden/Lonely Planet presence at Destinations Travel and Holiday Fair.
Eden will go live on-air at 9am on 26th January with a schedule packed full of high-end premieres - from the scale and beauty of Superstorm, Ganges, and Wild China to the revelation and intimacy of Tribe (series 3), Elephant Diaries (series 2), and Tribal Wives - that will play alongside landmark series such as Planet Earth, Ray Mears’ Extreme Survival, Life of Mammals and Full Circle with Michael Palin. A complementary website with the url www.exploreeden.co.uk will also launch on the same day.
Eden’s Channel Head, Adrian Wills, adds, “Eden will be the best of breed in terms of factual channels so expect the highest quality images, the most authoritative guides, the most breathtaking animal behaviour and the most stunning physical wonders. We guarantee our viewers a bigger, bolder, brighter version of the world, all delivered with a daily shot of astonishment.”
Supported with the strapline “One amazing world. One amazing channel”, the new multi-platform brand will target upmarket couples in their 30s and 40s with children who love being taken outside of their day-to-day lives to have their minds and imaginations stretched. Looking for intelligent engagement and mental stimulation for both themselves and their children, they enjoy watching premium quality adventure, world exploration and natural history that makes them feels like they have learned something.
Following the successful rebrand of UKTV’s entertainment portfolio as Dave, G.O.L.D., Watch and Alibi, Eden will be the first of the British broadcaster’s factual channels to be re-launched, closely followed by UKTV People and UKTV History as Blighty and Yesterday later in Q1 2009. Three complementary websites will be launched to coincide with the changes. The final wave of the network’s ambitious rebrand to create a portfolio of multiplatform brands will be completed in Q2 2009 with the re-launch of its lifestyle offerings.
Notes to Editors
About UKTV (www.uktv.co.uk)
Formed in 1997, UKTV is an independent commercial joint venture, between BBC Worldwide, the commercial arm of the BBC, and Virgin Media. Attracting 34 million viewers each month, the network consists of 10 distinctive TV channels – Watch, G.O.L.D., Dave, Alibi, UKTV Style, Good Food Channel, UKTV Gardens, UKTV History, UKTV Documentary and UKTV People – offering a broad range of quality programming across entertainment, lifestyle and factual programming. UKTV currently operates 18 broadcast streams when multiplexes (+1s) and broadband are taken into account, and 11 highly successful websites.
Promising to creatively connect its audiences with great programming, UKTV’s successful programming strategy combines quality content from the BBC with high profile original commissions and key acquisitions.
All UKTV channels are distributed on Sky and Virgin Media. Dave and UKTV History are also available on Freeview.
About Lonely Planet (www.lonelyplanet.com)
Lonely Planet is the leading global travel information company. It is renowned for its first-hand approach, up-to-date maps and commitment to providing the best information for travellers. Lonely Planet covers the must-see spots, but also encourages travellers to get off the beaten track and understand more of the nature, culture and environment in each destination. Lonely Planet currently has more than 360 writers, researchers and photographers and produces around 500 trustworthy and inspiring books, innovative downloadable digital guides, an award-winning website, wireless applications and cutting-edge television programmes. Lonely Planet was founded after Tony and Maureen Wheeler left London and hit the road in search of adventure in 1972. They travelled overland across Asia and landed in Australia where, due to incessant questions from would-be travellers, they compiled their journey notes and stapled together their first travel guide, Across Asia on the Cheap.
This partnership will see Lonely Planet sponsoring Eden’s new Adventure & Exploration strand which will run seven days a week at 1000-1100 and 2300-2400 from launch. Key programmes within this strand include Equator, Palin’s New Europe, Expedition Borneo, Russia - a Journey with Jonathan Dimbleby and A Year in Tibet.
UKTV’s Factual Marketing Manager, Sara Holt, says, “We are thrilled to have Lonely Planet on board sponsoring a strand of content on Eden. As a gateway to the world's best natural history, adventure and exploration TV content, Eden is a perfect brand fit with Lonely Planet and its global travel ethos.”
Lonely Planet’s Marketing Director EMEA, Shona Gold, adds, “We’re delighted to have the opportunity to sponsor Eden’s Adventure and Exploration strand. It’s our first ever TV sponsorship deal in the UK and we couldn’t have found a better partner. Eden is a great fit with Lonely Planet. We share similar values to inspire and connect people to the world. This partnership also allows us to extend the reach of the Lonely Planet brand to a wider audience.”
Following extensive audience research, Lonely Planet - in addition to a number of other key partners to be announced shortly - was identified as salient brand fit for Eden’s audience based around adventure travel. This contra-based marketing partnership was negotiated via partnership marketing agency, Mediator, by Caroline Docker alongside UKTV’s Sara Holt and Lonely Planet’s Shona Gold.
Initially signed for a six month period, the deal also includes exclusive online content written by Lonely Planet Travel Editor Tom Hall for Eden’s website, www.exploreeden.co.uk; advertising and advertorial space in Lonely Planet Magazine; “Eden recommends” bookmarks attached to Lonely Planet books; an Eden micro-site on the Lonely Planet website; and joint Eden/Lonely Planet presence at Destinations Travel and Holiday Fair.
Eden will go live on-air at 9am on 26th January with a schedule packed full of high-end premieres - from the scale and beauty of Superstorm, Ganges, and Wild China to the revelation and intimacy of Tribe (series 3), Elephant Diaries (series 2), and Tribal Wives - that will play alongside landmark series such as Planet Earth, Ray Mears’ Extreme Survival, Life of Mammals and Full Circle with Michael Palin. A complementary website with the url www.exploreeden.co.uk will also launch on the same day.
Eden’s Channel Head, Adrian Wills, adds, “Eden will be the best of breed in terms of factual channels so expect the highest quality images, the most authoritative guides, the most breathtaking animal behaviour and the most stunning physical wonders. We guarantee our viewers a bigger, bolder, brighter version of the world, all delivered with a daily shot of astonishment.”
Supported with the strapline “One amazing world. One amazing channel”, the new multi-platform brand will target upmarket couples in their 30s and 40s with children who love being taken outside of their day-to-day lives to have their minds and imaginations stretched. Looking for intelligent engagement and mental stimulation for both themselves and their children, they enjoy watching premium quality adventure, world exploration and natural history that makes them feels like they have learned something.
Following the successful rebrand of UKTV’s entertainment portfolio as Dave, G.O.L.D., Watch and Alibi, Eden will be the first of the British broadcaster’s factual channels to be re-launched, closely followed by UKTV People and UKTV History as Blighty and Yesterday later in Q1 2009. Three complementary websites will be launched to coincide with the changes. The final wave of the network’s ambitious rebrand to create a portfolio of multiplatform brands will be completed in Q2 2009 with the re-launch of its lifestyle offerings.
Notes to Editors
About UKTV (www.uktv.co.uk)
Formed in 1997, UKTV is an independent commercial joint venture, between BBC Worldwide, the commercial arm of the BBC, and Virgin Media. Attracting 34 million viewers each month, the network consists of 10 distinctive TV channels – Watch, G.O.L.D., Dave, Alibi, UKTV Style, Good Food Channel, UKTV Gardens, UKTV History, UKTV Documentary and UKTV People – offering a broad range of quality programming across entertainment, lifestyle and factual programming. UKTV currently operates 18 broadcast streams when multiplexes (+1s) and broadband are taken into account, and 11 highly successful websites.
Promising to creatively connect its audiences with great programming, UKTV’s successful programming strategy combines quality content from the BBC with high profile original commissions and key acquisitions.
All UKTV channels are distributed on Sky and Virgin Media. Dave and UKTV History are also available on Freeview.
About Lonely Planet (www.lonelyplanet.com)
Lonely Planet is the leading global travel information company. It is renowned for its first-hand approach, up-to-date maps and commitment to providing the best information for travellers. Lonely Planet covers the must-see spots, but also encourages travellers to get off the beaten track and understand more of the nature, culture and environment in each destination. Lonely Planet currently has more than 360 writers, researchers and photographers and produces around 500 trustworthy and inspiring books, innovative downloadable digital guides, an award-winning website, wireless applications and cutting-edge television programmes. Lonely Planet was founded after Tony and Maureen Wheeler left London and hit the road in search of adventure in 1972. They travelled overland across Asia and landed in Australia where, due to incessant questions from would-be travellers, they compiled their journey notes and stapled together their first travel guide, Across Asia on the Cheap.
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