Travel, Chase Strike Partnership Pact For Sapphire Card
Rewards Card Will Be Integrated Into Four Series, Network's ‘Catch It' Branding Initiative
Mike Reynolds 8/31/2009 4:09:51 PM EDT
Travel Channel is taking an integrated advertising trip with the Chase Sapphire card.
The multifaceted ad campaign, terms of which were not disclosed, is highlighted by product integration for the proprietary rewards card into a quartet of Travel Channel series.
Chase Sapphire will be integrated into four of the network's most recognized programs: Anthony Bourdain: No Reservations, Samantha Brown's Great Weekends, Dhani Tackles the Globe and Andrew Zimmern's Bizarre World. Bourdain, Brown, Jones and Zimmern will also host Chase Sapphire-sponsored interstitials that will air throughout the network and provide a deeper look into the hosts' passions.
The pact -- which also features promotional sports incorporating Sapphire messaging into Travel's "Catch" It brand campaign, plus online, video-on-demand and mobile components -- marks the first-time that Travel Channel has aligned multiple high-profile talent into a major corporate branding campaign.
"Travel Channel's global reach and well-known hosts and programs coupled with Chase's worldwide recognition and brand affinity made the partnership a perfect match," said Harold Morgenstern, senior vice president, advertising sales at Discovery Communications, which represents the Travel Channel. "By marrying these two brands whose core consumer values memorable experiences, we were able to create innovative branding and integration opportunities on programs where consumers are drawing inspiration and appreciation for the world and its many flavors."
Noted Chase Card Service director of advertising Sangeeta Prasad: "Chase partnered with the Travel Channel to reach consumers passionate about travel, dining, and exploring new experiences. We think Travel Channel viewers are interested in the types of rewards to which Chase Sapphire card members can gain access. Further, this Chase - Travel Channel partnership was compelling in that it extended across multiple platforms including exclusive experience opportunities for Chase Sapphire cardholders."