Discovery Communications to Launch Immersive Consumer Travel Expeditions Called "Discovery Adventures"
(Silver Spring, Md.) Discovery Communications, the world’s leading nonfiction media company and parent to Discovery Channel, announced today it will enter the travel category with a series of adventure travel expeditions called Discovery Adventures. Partnering with the world’s preeminent adventure travel provider, G.A.P. Adventures, each expedition will immerse participants in the culture and adventure of destinations such as those featured in Discovery Channel programming. Over 30 trips to worldwide destinations will be available for booking starting this summer.
Discovery Channel’s wealth of experts and noted authorities will be tapped for insight into the development of specific Discovery Adventures trips, in coordination with the unsurpassed destination experience of the G.A.P Adventures team. Themes and activities for Discovery Adventures will be inspired by Discovery Channel’s top rated programming and upcoming new series.
Discovery Adventures branded trips will be hosted in destinations including the following: Latin America (Peru, the Amazon, Ecuador, the Galapagos Islands, Brazil, Argentina, Mexico/Yucatan Peninsula, Costa Rica), Africa (Kenya, Tanzania, South Africa, Zambia, Victoria Falls, Egypt, Morocco) and Asia (India and China). Exhilarating experiences will include educational tourism, cultural immersion, wildlife encounters, and participation in sustainable world practices, epicurean adventures as well as geographic and environmental exploration. The website (address to be announced) for Discovery Adventures will launch July 30, 2009, featuring comprehensive trip details and booking capabilities.
“Discovery Adventures is the centerpiece in our strategy to give audiences exciting new ways to immerse themselves in Discovery beyond the TV screen,” says Elizabeth Bakacs, Vice President, Discovery Commerce Licensing. “As the leader in adventure tourism, G.A.P. Adventures is the perfect partner to launch Discovery Adventures and help viewers experience first-hand the wonder, amazement and diversity of the world as seen every day on Discovery Channel.”
“G.A.P Adventures is so inspired and excited to partner with Discovery, a company that shares our sense of adventure, a lust for life and a curiosity for culture,” said Bruce Poon Tip, Founder and CEO of G.A.P Adventures. “We are confident that the Discovery Adventures banner will unleash the spirit of adventure, and provide a chance to travel not as an observer but as an active participant, with a breadth of options designed to match each person’s unique passion, interest and adventure level.”
Discovery Communications will support Discovery Adventures through a multi-tiered marketing campaign, leveraging its on-air and online properties to drive maximum awareness of Discovery Adventures. Marketing support will include on-air programming, in-program mentions, DVD in-program mentions, a dedicated online “Travel” link on the Discovery home page, as well as inclusion in other collateral and marketing materials appropriate for the Discovery Adventures audience.
Discovery Adventures is a focal point of Discovery’s expansion beyond the TV screen, designed to further enable its large and loyal audience to immerse themselves into the brand and the lifestyle it represents. To that end, as a companion effort to Discovery Adventures, Discovery Communications has also recently launched the new lifestyle sub-brand Discovery Expedition, which will feature a collection of rugged, products designed to reflect the adventurous and inquisitive spirit of the network. The initial focus is on developing partnerships with industry leaders in the apparel, accessories, electronics and equipment categories to create branded products.
The largest adventure travel company, G.A.P. Adventures is the leader in trips for a different breed of traveler. Great Adventure People crave the road less travelled and G.A.P. ushers them deep into the heart of their chosen destination, where they can immerse themselves in unfamiliar cultures in an intimate, authentic and sustainable manner.
The deal was brokered on behalf of Discovery by its licensing agent, The Joester Loria Group.
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