TLC.com and Volkswagen Drive Online Media Partnership
Volkswagen to be Premier Sponsor of Family Travel Content on TLC.com
(New York, N.Y.) TLC.com, dedicated to sharing the extraordinary experiences of family, and Volkswagen of America, one of the world’s largest producers of passenger cars, today launched a collaborative online partnership dedicated to celebrating family and travel. Highlighted by exposure for the Volkswagen Routan, the automaker will be the premier sponsor of family travel content on TLC.com, and will feature an original Webisode series titled “The Great Getaway,” plus family related travel information ranging from travel destinations to tips for packing powered by Discovery-owned website HowStuffWorks.com.
Hitting the road in their Routan minivan today, “The Great Getaway” (http://tlc.discovery.com/videos/great-getaway/) will follow the seven-member Woods family on their road trip through Sedona, AZ. Via video journals, the five-part Webisode series will air throughout the next three months and will highlight the joys of family travel while featuring the wonders of red rock country.
In addition, Volkswagen branding will be integrated into the Family Travel section on the TLC Family vertical (http://tlc.howstuffworks.com/family/family-travel.htm), an online destination for families of all sizes, offering tips and advice across a range of topics relating to starting, raising and nurturing a family.
“Volkswagen’s sponsorship of family travel content on TLC.com naturally brings together two renowned brands to celebrate a long-held tradition, the family road trip,” said Harold Morgenstern, Senior Vice President, Advertising Sales, Discovery Communications. “The Volkswagen partnership demonstrates TLC.com’s commitment to leveraging its extraordinary family content to create custom platforms to meet advertiser objectives.”
“As a brand leader in creative media integrations, Volkswagen is pleased to partner with TLC.com on ‘The Great Getaway,’ said Brian Thomas, General Manager, Brand Marketing, Volkswagen of America, Inc. ”This partnership provides a custom integration opportunity to introduce the Routan and its features to our target audience in a unique and compelling way"
The Woods family was cast through TLC’s talent resource center, and the online series was produced and created by TLC.com, Volkswagen and Volkswagen’s media agency of record, Deutsch.
About Discovery Communications
Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world’s number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 180 countries. Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Investigation Discovery, Planet Green and HD Theater, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks.com. For more information, please visit www.discoverycommunications.com.
About Volkswagen of America, Inc.
Founded in 1955, Volkswagen of America, Inc. is headquartered in Herndon, Virginia. It is a subsidiary of Volkswagen AG, headquartered in Wolfsburg, Germany. Volkswagen is one of the world’s largest producers of passenger cars and Europe’s largest automaker. Volkswagen sells the Rabbit, New Beetle, New Beetle convertible, GTI, Jetta, Jetta SportWagen, Eos, GLI, Passat, Passat wagon, CC, Tiguan, Touareg and Routan through approximately 600 independent U.S. dealers. All 2010 Volkswagens come standard-equipped with Electronic Stabilization Program. This is important because the National Highway and Traffic Safety Administration (NHTSA) has called ESC the most effective new vehicle safety technology since the safety belt. Visit Volkswagen of America online at www.vw.com or www.media.vw.com to learn more.
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