Consumer Payment Card News

DISCOVERED PROMOTION

UMMARY:
The Discover card in association with TBS Superstation and National Geographics EXPLORER TV program are rolling out the Adventure DISCOVERed promotion next month. The EXPLORER show airs exclusively Sundays at 7pm on the TBS network. The promotion will include a sweepstakes offering, among other prizes, a Jeep Cherokee and travel on American Airlines. Discovers advertising campaign will break Nov. 4 and run for eight weeks. Discover card members will receive information on the campaign in this months statements.

FULL STORY:
Discover Card, TBS Superstation and National Geographic EXPLORER are teaming up for the “Adventure DISCOVERed” promotion with EXPLORER host Boyd Matson. This campaign marks the largest promotion ever undertaken by TBS Superstation and the first sweepstakes launched with EXPLORER, which airs exclusively on the network on Sunday at 7 p.m. (ET).

The centerpiece of this print, radio and television promotion is the “Adventure DISCOVERed” sweepstakes, which includes a grand prize featuring a Jeep Grand Cherokee, two tickets on American Airlines, a Patagonia adventure wardrobe and a trip with Matson on a 1997 adventure filming expedition. Twenty-five other winners will receive a trip for two to any American Airlines destination city in the world.

“Millions of people participate in adventure travel activities, such as mountaineering, scuba diving, biking, cross-country skiing, hiking, wildlife viewing and camping,” said Robert E. Wood, executive vice president, Discover Card marketing, NOVUS Services, Inc. “That’s why we created ‘Adventure DISCOVERed’ program — to celebrate the pioneer spirit in all of us.”

Discover Card’s “Adventure DISCOVERed” campaign will debut with print ads running for two months beginning in November. Television ads will appear on both broadcast and cable television networks on November 4 and run for eight weeks. The television spots feature Matson reading his Discover Card statement listing the adventure items he has purchased.

” ‘The Adventure DISCOVERed’ promotion is a grand-scale example of the kind of integrated marketing solution we can deliver to clients,” said Steve Heyer, president worldwide sales, marketing, distribution and international networks group at TBS, Inc. “It ties the brand name of the number-one single issuer of general purpose credit cards with the brand name of one of the most respected and award-winning television production units in the world. And it not only delivers that winning combination across the most-watched cable network, but also cross-promotes that message on out other popular networks–including TNT, CNN and Headline News. this is the first time an advertiser is spending dollars in broadcast television to promote their association with cable television.”

“This cross-industry promotion is the largest in TBS Superstation’s history,” added Bill Burke, president of TBS Superstation. “This, combined with out TBS Destination Sunday event programming franchise, brings added value and exposure to the network and to TBS’s crown jewel, National Geographic EXPLORER.”

“We’re pleased that the increased exposure provided by this promotion fits perfectly with out marketing strategy of broadening consumer awareness of the EXPLORER brand and host Boyd Matson,” said Todd Berman, vice president marketing and distribution National Geographic Television (NGT, Inc.).

Discover Cardmembers Nationwide will receive information on the “Adventure DISCOVERed” promotion in their October statements. Special “Adventure DISCOVERed” kiosks will be set up at shopping malls nationwide during the holiday season, where tapes of National Geographic EXPLORER will be shown. Other “Adventure DISCOVERed” campaign elements include the VALUBOOK, which offers Discover Cardmembers exclusive rebates on select merchandise from highly-respected manufacturers.

Discover Cardmembers are automatically entered in the sweepstakes by using their Discover Card for any purchase or cash advance from November 1 to January 1, 1997. Others may enter by applying for a Discover Card by calling 1-800-DISCOVER, or by sending a self-addressed stamped envelope to : Discover Card’s Adventure DISCOVERed, Post Office Box 4022, Blair, NE 68009-4022. Deadlines vary by method of entry.

Discover Card, issued by a business unit of Dean Witter, Discover & Co., is a general purpose credit and financial services card that is accepted nationwide wherever the NOVUS sign is displayed.

NGT, Inc. is a wholly owned subsidiary of the National Geographic Society – the largest non-profit scientific and educational institution in the world – and has unbeatable advantages in documentary production, the Society’s mission to increase global awareness, and the editorial and scientific resources to support this goal. The commitment gives NGT crews exclusive access to groundbreaking projects and important discoveries.

TBS Superstation, Turner Broadcasting System Inc.’s flagship network seen in more that 69 million homes, is the most-watched network on cable. Celebrating its 20th birthday this year, TBS Superstation features popular movies; high-profile original programming; outstanding sports, including action form the Atlanta Braves, the NBA and NASCAR; favorite comedies; and children’s programming. Popular franchises on the network include Thursday’s Movies for Guys Who Like Movies, Friday’s Dinner & a Movie and Sunday’s TBS Destination Sunday, a four-hour block of event programming featuring National Geographic EXPLORER and the TOP X showcase.

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