National Geographic Channel (NGC) announced today that Honda has signed on as the U.S. presenting sponsor for the highly anticipated GREAT MIGRATIONS - the global programming event that takes viewers around the world on thearduous journeys millions of animals undertake to ensure the survival of their species.
Great Migrations is a worldwide initiative unprecedented in the National Geographic Society's storied 120-year history. At the core of Great Migrations is a seven-hour high-definition miniseries event three years in the making - produced by National Geographic Television - set to premiere globally on the National Geographic Channels in fall 2010. The world premiere specials will include four core hours chronicling epic stories of animal migration across the globe.
As a key component of the Great Migrations presenting sponsorship, NGC and Honda will collaborate to develop a custom cross-platform marketing campaign specifically designed to align Honda's corporate "Power of Dreams" campaign with the spirit of Great Migrations' epic tale of life on the move. RPA, Honda's advertising agency of record, worked on the development of this multifaceted partnership.
Honda's "DREAM THE IMPOSSIBLE" Documentary Series is the latest campaign in Honda's "Power of Dreams" corporate image marketing. The documentary series communicates the spirit of the Honda brand through unscripted, personal, human stories, revealing Honda's unique philosophy - that impossible dreams can be realized through determination and creativity. Recognizable names participating in Honda's "DREAM THE IMPOSSIBLE" Documentary Series include IndyCar® driver Danica Patrick, film director Christopher Guest, professional skateboarder Tony Hawk, film director Clive Barker and renowned leader in mind-body medicine Deepak Chopra, M.D. The latest short documentary installment will debut during Great Migrations.
Leveraging the themes of the "DREAM THE IMPOSSIBLE" Documentary Series, NGC and Honda will work together to build upon the natural parallels between the stories of survival and ingenuity in Great Migrations and Honda's documentary film stories chronicling those who are overcoming obstacles to follow their dreams. Honda's culture and philosophy have inspired advanced technologies across diverse product lines including automobiles, motorcycles, power products, robotics and aviation.
The robust on- and off-air campaign will reach millions nationwide and will include significant exposure through National Geographic's many brand extensions, including web and mobile, VOD, home video, licensed products, educational outreach, consumer events and more.
"Great Migrations combines stunning imagery with some of the natural world's most incredible stories about survival, family and life, which naturally align with Honda's 'Power of Dreams' campaign," said Rich Goldfarb, senior vice president, ad sales, NGC. "It is the most ambitious project in National Geographic's history, embodying a commitment to quality that typifies both our brands and offering a multitude of synergies Honda can tap into as our partner and presenting sponsor for Great Migrations."
"Great Migrations celebrates the perseverance and drive behind these incredible animal migrations - a natural platform for Honda's 'Power of Dreams' marketing, which celebrates human stories of perseverance, including our long-standing engineering commitment to develop cleaner forms of mobility," said Barbara Ponce, manager of corporate advertising for American Honda Motor Co., Inc.. "The inspiring content and cutting-edge caliber of Great Migrations aligns perfectly with the uplifting stories and cinematic quality of our 'DREAM THE IMPOSSIBLE' Documentary Series."
Great Migrationsgives the word "move" a whole new meaning. Shot from land and air, in trees and cliff-blinds, on ice floes and underwater,Great Migrationstells the formidable, powerful stories ofmany of the planet's species and their movements,while revealing new scientific discoveries with breathtaking high-definition clarity. The beauty of these stories is underscored by new knowledge of these species' fragile existence and their life-and-death quest for survival in an ever-changing world. Three years in the making, the all-National GeographicGreat Migrationsteam traveled420,000 miles across 20 countries and all seven continents to bring this spectacularfirst-of-its-kind production to television.
Additional hours of Great Migrations will include a special that investigates the science behind animal migration (airing as part of NGC's signature series Explorer in the United States); a behind-the-scenes special on the advanced technology and dramatic challenges required to capture the spectacular footage and rare behaviors documented during the filming; and an hour-long visual concert comprising the stunning footage set to original music airing with limited commercial interruption.
In addition to the seven hours of programming, Great Migrations content will be featured across the spectrum of National Geographic properties, including magazine pieces, books, DVDs, mobile and iPhone apps, games, lectures, screenings, exhibits and tours, among others.
The campaign will also be accompanied by comprehensive marketing, communications and digital cross-platform efforts undertaken by the channel, working with our parents at the Society and Fox Networks.
Great Migrations is a National Geographic Television (NGT) production. President, NGT is Michael Rosenfeld. Executive producer is Keenan Smart. Series producer is David Hamlin. Executive producer for National Geographic Channels is Char Serwa; For NGC-US, senior vice president of development and production is Juliet Blake, and executive vice president of content is Steve Burns. For National Geographic Channels International, executive vice president of content is Sydney Suissa.
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National Geographic Channel U.S. (NGC)
Based at the National Geographic Society headquarters in Washington, D.C., the National Geographic Channel (NGC) is a joint venture between National Geographic Ventures (NGV) and Fox Cable Networks (FCN). Since launching in January 2001, NGC initially earned some of the fastest distribution growth in the history of cable and more recently the fastest ratings growth in television. The network celebrated its fifth anniversary January 2006 with the launch of NGC HD, which provides the spectacular imagery that National Geographic is known for in stunning high definition. NGC has carriage with all of the nation's major cable and satellite television providers, making it currently available in more than 70 million homes. For more information, please visit natgeotv.com.
Honda
Honda marked 50 years of operations in America in 2009. As a company devoted to the advancement of human mobility, Honda's innovative research and development efforts during the past decade have yielded such diverse outcomes as humanoid robotics, walking assist devices, HondaJet, fuel cell electric vehicle technology, thin film solar cells, increased rice crop yields and functional nano-materials - in addition to the design and development of automobiles, motorcycles and power equipment products. Based on its belief in the value of technology to address the needs of society, it is Honda's mission to develop products that anticipate and satisfy the evolving needs of its customers while meeting society's demand for cleaner, safer, more efficient and sustainable means of transportation and human mobility.
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MEDIA CONTACTS:
Russell Howard, National Geographic Channel, 202-912-6652, RHoward@natgeochannel.com
Chris Albert, National Geographic Channel, 202-912-6526, CAlbert@natgeochannel.com
Dara Klatt, National Geographic Channel, 202-912-6720, Dara.Klatt@natgeochannel.com
Alicia Jones, Honda, 310-781-5542, alicia_jones@ahm.honda.com