Discovery in landmark HP sponsorship for Virtual History

LONDON – Discovery Networks Europe has unveiled its largest sponsorship deal to date for its flagship autumn schedule programme 'Virtual History' with global technology company HP.

'Virtual History' uses CGI effects to recreate pivotal moments in history. It has been created by Discovery Channel, Tiger Aspect and the Moving Picture Company and has taken two years to make. The parties claim that the deal is a landmark one, but the value is undisclosed.

The sponsorship, brokered by ZenithOptimedia, will give HP an integrated on- and off-air package across 106 countries, including the UK and EMEA, reaching around 50m viewers.

Creative sponsorship credits including promos, branded break bumps and opening and closing credits will also accompany each airing of the programme.

Sixty-second vignettes are also being produced in-house for HP, which will show the impact of CGI technology on the creative arts. The on-air campaign starts four weeks prior to the premiere.

Discovery Network's Europe has also created a bespoke new-media content package for HP, which will see the firm have branded content on a series of 'Virtual History' websites for Discovery's European markets.

There will also be an off-air marketing campaign, with details to be revealed at a later date.

David Abraham, general manager of Discovery Networks Europe, said: "This commitment provides advertisers with the opportunity to align their brands with programmes that are at the cutting edge of television making."

From October 24, Virtual History will premier across the UK, Europe and Middle East and Africa region. It will be followed across all international territories including Latin America, Asia and India as well as the US, although the sponsorship will not feature across these regions.

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