Supporting its new “Lets Get Outside” brand positioning encouraging consumers to embrace outside activities regardless of skill level, Merrell Footwear has signed on as a co-sponsor for Globe Trekker. Globe Trekker is a public television series seen on PBS stations featuring adventures to countries on every continent of the globe.
The sponsorship, which is estimated to be in the six figures, entitles Merrell to a total of 78 fifteen second television spots from April 3 through December, or two per episode. In addition, Merrell will have brand visibility on the Globe Trekker Web site with a link to www.merrell.com. The first commercial will air on April 3, 2005.
“Globe Trekker is consistent with our brand positioning encouraging people to get outside and explore,” said Keith Anderson, director of marketing for Merrell. “As the Merrell brand grows, it is important to remain dedicated to our outdoor roots and facilitate ways to easily connect people to the outside. Globe Trekker is an engaging platform for reaching our consumers, while also bringing new consumers into the Merrell family.”
Globe Trekker, formerly known as the Lonely Planet, is a co-production of WETA Public Broadcasting and Pilot Films and is the “ultimate” adventure travel guide to exploring the world. Now broadcasting weekly throughout the USA on local PBS stations, over two million US viewers can join seasoned travel guides Ian Wright, Justine Shapiro, and Megan McCormick as they venture off the beaten path to mingle with local people, soak up their culture, sample traditional cuisine and enjoy breath-taking scenery.
Last October, Globe Trekker won a “Programming Excellence” award from American Public Television, where the series is the network's most carried program. Celebrating its tenth year of production, Globe Trekker has a global audience of 30 million and has won more than 20 international awards including six Cable Ace awards.
The new Merrell spots present a unique point of view regarding the value of getting outside. Six different messages urge viewers to examine their personal balance between inside and outside living.
The non-animated portion of the commercial was filmed in San Diego and produced by Barrett Productions, in Missoula, Montana. Jager Di Paolo Kemp, www.jdk.com, based in Burlington, Vermont created and produced all other portions of the commercial.
