Altech Netstar, a leader in stolen vehicle tracking and recovery, drew confidence from Ultimate Survival's status as the world's leading survival programme, and by doing so is taking advantage of Discovery Channel's extensive reach into the upscale young male market.
“Sixty percent of Discovery Channel's audience is male with the majority of it viewers aged between 25-44. They are of a high socio-economic status and therefore a valuable market for a product such as Altech Netstar, ” says Amanda Turnbull, director of advertising sales for Eastern and Southern Europe, Middle East and Africa, Discovery Networks EMEA.
Ethy Kieser, marketing manager of Altech Netstar says “the sponsorship will allow for a great opportunity to promote our Guardian personal tracking device. This newly launched product designed for people and not vehicles allows you to alert our tracking response teams by the press of a button should you be in trouble. You can also track the whereabouts of your loved ones over the Internet, send emergency sms messages, and make emergency phone calls to and from the small hand-held unit”. Our billboards and stings are promoting the Guardian theme of wherever you are we will find you and bring you back."
The sponsorship investment includes opening and closing billboards for each show, two ad bumps, a 30 second commercial during each show and 12 weeks worth of promos. The campaign runs began on 30 March 2009 and ends on 15 June 2009.