‘CNN Heroes’ Attracts Major Sponsors

By Vlada Gelman

CNN Ad Sales has re-signed sponsors Johnson & Johnson and Zurich for its multiplatform initiative CNN Heroes.

Procter & Gamble and Subaru also have come on board as sponsors for CNN Heroes, which highlights ordinary citizens who have done extraordinary deeds.

The four sponsors will be featured during the second annual CNN awards presentation and on-air program hosted by Anderson Cooper, “CNN Heroes: An All-Star Tribute,” airing Nov. 27.

The sponsorship includes customized integrated billboards, tagged tune-ins on all CNN Networks and co-branded banners on CNN.com. The sponsors will spotlight their own cause-marketing campaigns, including P&G’s Children’s Safe Water program and J&J’s Campaign for Nursing’s Future.

“CNN Heroes is the type of programming that advertisers have come to expect from CNN and feel good about attaching their brands to,” Greg D’Alba, executive VP/chief operating officer of CNN Ad Sales, said in a statement. “We’re attracting advertisers for opportunities like Heroes, and other initiatives like Impact Your World, because our integrated sponsorship opportunities surrounding these programs provide clients the perfect forum to garner not only awareness for their brands, but to emphasize some of their lesser-known pro-social efforts.”