Kathmandu to sponsor Discovery Networks adventure shows

Kathmandu, the outdoor clothing and camping retailer, is sponsoring adventure shows on the Discovery Channel, Quest, and DMAX.

It is the first time the brand has struck a UK TV deal, which includes idents and competition spots that offer the opportunity to win a Kathmandu travel and adventure kit.

The activity will also include promotions on Discovery Channel UK’s Facebook page.

The sponsorship will run for three months from 18 April, across Bear Grylls: Breaking Point and the second series of Manhuntwhich.

Cummins & Partners, Melbourne created the idents, which promote the travel clothing and products that Kathmandu sells.

Art direction was handled by Heath Collins and Andrew Englisch, and the copywriter was Liam Jenkins. Englisch also directed the idents through Cummins & Partners and Simon Waterhouse.

Martin Heaton-Cooper, the vice president for commercial development in the UK, Ireland & IAS EMEA at Discovery, said: "At Discovery we endeavour to make our viewers’ worlds bigger with adventure content featuring mavericks and pioneers who feed our imagination.

"Who better to partner with than Kathmandu for whom inspiring adventure is at their core."

The deal was brokered by Discovery Networks UK & Ireland and OMD.

Paul Stern, the general manager for marketing, online and international at Kathmandu, said: "Although, we have been in the UK market for over 10 years, brand awareness is relatively low.

"Our brand campaign ‘designed like this’ was developed to build and drive brand awareness, showcase our premium outdoor gear and inspire people to get out there and live the dream.

"Sponsoring the adventure strand on Discovery is a good strategic fit to our brand as we are all about living the dream of travel and adventure, it’s a good platform to grow to our brand awareness and allows us reach a well aligned demographic with an inspirational creative message."

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