CNN Partnering Across Platforms

Apr 23, 2007  •  Post A Comment

CNN signed Farmers Insurance Group to a multiplatform advertising package built on a content partnership with Travel + Leisure Magazine where Farmers will be the official sponsor of the magazine’s 2007 America’s Favorite Cities survey.

CNN Headline News’ morning show “Robin & Company” will cover the survey, in which 25 cities are rated by voters online, beginning April 30 on both CNN.com/travel and the magazine’s Web site.

The package includes continuing coverage of the top cities on-air and online with broadband video, photo galleries and an online sweepstakes on TravelandLeisure.com with a trip to Sydney, Australia, as the top prize.

Editors of the magazine will appear on CNN Headline News, and “Robin & Company” will send on-air personalities to report on the 25 cities. Viewers will have an opportunity to post their own pictures and videos from the cities through CNN Exchange I-Reports.

Results of the survey will be aired Oct. 10 on “Robin and Company” and on both CNN’s and Travel + Leisure’s Web sites.

“What we’re really specifically concentrating on is seamlessness so we can use all technologies to connect with consumers,” said Greg D’Alba, executive VP and chief operating officer for CNN advertising sales and marketing.

Mr. D’Alba said clients are increasingly interested in integrated advertising approaches and that CNN is well positioned to provide them.

Until now, Farmers has done mostly traditional media advertising, said Cora Barran, the company’s advertising manager: “This will give us a chance to do something different, something with a little more legs to it.”

Farmers believes the integrated approach will help it make a deeper impression in the local communities served by its agents, she said.