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MERRELL SIGNS ON AS CO-SPONSOR FOR GLOBE
TREKKER - NAT'L PBS TELEVISION SHOW FEATURING ADVENTURES TO
COUNTRIES ON EVERY CONTINENT OF THE GLOBE
"Let's Get Outside" Commercials Begin to Air April
3rd on PBS Affiliates ROCKFORD, Mich. (March 22, 2005) - Supporting
its new "Let's Get Outside" brand positioning encouraging
consumers to embrace outside activities regardless of skill
level, Merrell Footwear, the successful outdoor performance and lifestyle brand, 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 Merrell.
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. Merrell's first commercial opens with a visual
tagline, "Little Known Fact: Human Beings are Solar Powered."
The television spot then goes to an animated character that
appears to be solar powered, with the sun behind his head.
The commercial continues with an actual film clip of people
running on trails. It concludes with the "Let's Get Outside"
tagline appearing on the screen. The non-animated portion
of the commercial was filmed in San Diego and produced by
Barrett Productions, in Missoula, Montana. Jager
Di Paolo Kemp, based in Burlington, Vermont created
and produced all other portions of the commercial.
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Merrell is a brand of the division of Wolverine World Wide, Inc. Outdoor Group that also includes Sebago®. Wolverine World Wide, Inc. is headquartered in Rockford, Michigan. The Company's portfolio of highly-recognized brands includes: Bates®, Hush Puppies®, HYTEST®, Merrell, Sebago and Wolverine®. The Company also markets footwear under the following popular licensed brands: CAT®, Coleman®, Harley-Davidson®, Karen Neuburger®, Stanley® and Turtle Fur®. The Company's products are carried by leading retailers in the U.S. and are distributed internationally in over 140 countries.
Merrell, 9341 Courtland Drive
Rockford, MI 49351
T: (800) 789-8586
F: 888/746-3329
W: www.merrell.com |
