Discovery Network’s Animal Planet has renewed its partnership for the second year with American Suzuki Motor Corp. to promote the carmaker’s XL-7 SUV. The yearlong agreement includes a relationship with the American Society for the Prevention of Cruelty to Animals (ASPCA).
The Silver Spring, MD-based network will debut four new safety vignettes each quarter featuring Mark MacDonald, an investigator from ASPCA who appears on the network’s “Animal Precinct” series, demonstrating how to travel safely with pets in the SUV. Brea, CA-based Suzuki will donate money and two XL-7 SUVs to New York City-based ASPCA. Radio spots, outdoor ads and activity at Discovery.com support. Colby&partners, Los Angeles, handles the media planning, and media buys go through Chicago-Based Starlink.
Meanwhile, Animal Planet kicked off its sixth annual Animal Planet Expo tour, visiting 13 cities including New York, Los Angeles and Phoenix, through August. Visitors can meet the stars of the “Emergency Vets” series, watch an animal rescue movie and bring their pets to a clinic to receive tips on keeping them healthy.
The tour is presented by Duluth, GA-based Merial, the makers of Frontline and Heartgard Plus. Participating cable operators include Adelphia, Cablevision, Charter, Comcast, Cox Communications and Time Warner. Javelin, St. Louis, MO, handles the tour for Discovery.
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