• by Tanya Gazdik , October 6, 2009

Chase Card Services has enlisted the Sundance Channel to create an exclusive multi-platform sponsorship.

The centerpiece is a co-branded weekly film block, "Official Selection: The Tastemaker Series," which airs Wednesdays at 10:30 p.m. from Oct. 7 to Nov. 18. Presented exclusively by Chase Sapphire, the film series will showcase films, filmmakers and artists that are setting trends and paving the way for others in the world of independent cinema.

The new Chase Sapphire card, which debuted in late August, is aimed at "financially savvy consumers" and offers access to a wide variety of rewards, according to Christopher Morris, senior marketing manager of branding, advertising and media at Chase Card Services. It is geared to the top 15% of U.S. households by income.

"Chase Sapphire is trying to reach an affluent audience, and the Sundance Channel does an excellent job at reaching this target through its Sundance Channel, Sundance Channel events and video on demand," Morris tells Marketing Daily. "Sundance Channel has also been very proactive in working to create unique opportunities for Chase Sapphire cardholders."

The sponsorship also includes a dedicated Web site and a pair of "Tastemaker" vignettes, which will air during the film block, profiling two individuals who are changing the world and influencing the way we live.

As part of the partnership, Chase also sponsored a recent Brooklyn Academy of Music (BAM) retrospective on Sundance founder Robert Redford. Sundance Channel will create two additional vignettes that will incorporate footage from the BAM retrospective along with interviews with attendees and Redford himself. The first vignette will run one minute in length and air on the network; the second vignette will run two minutes in length and will air exclusively on www.sundancechannel.com.

In addition, Chase will be incorporated throughout a dedicated Web site, www.sundancechannel.com/tastemakers, which will give users greater insight into the featured on-air films, profiled tastemakers, and behind-the-scenes footage from the BAM retrospective. Sundance Channel will also create customized "opens" and "closes," a 30-second promo spot, as well as "You're Watching" on-air "billboards."

Although the Tastemaker series ends Nov. 18, Chase Sapphire's relationship with Sundance may extend beyond that, Morris says: "We are in ongoing discussions with Sundance Channel about other opportunities including advertising and events."