The World: Washington - Unilever extends $22m parks sponsorship deal

Unilever is continuing its long-running sponsorship of US National Parks in a four-year deal worth $22 million.

The extension to the existing 12-year relationship will see Unilever promoting the parks in its product ads, investing in merchandise and volunteer programmes and sponsoring the Park Service's Junior Ranger Programme.

Unilever has recently relaunched its Lipton Tea advertising, and will use a new series of Lipton ads to highlight its relationship with the parks. It is also looking to extend the relationship beyond traditional advertising with its possible inclusion in product placement or branded-content vehicles.

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