Discovery Networks and Holland America Line have announced a yearlong advertising sales partnership centered around next month's Beach Week. The partnership includes a national consumer sweepstakes that will be promoted with 30-second spots airing on the Travel Channel and Discovery.com. The spots that began April 14 and run through May 10 will integrate Holland America cruise ship footage, logo and sponsor identification. The first prize winner will win a cruise for two on Holland America. Other elements of the partnership include a direct mail campaign with 50,000 co-branded direct mail pieces promoting Holland American and the Travel Channel's Beach Week. The retail component of the deal includes a sponsor tag for air on Discovery Channel retail store monitors, among other elements. "The Holland America partnership exemplifies the value Discovery brings to clients. We're pleased to provide Holland America with the kind of relevant, high-quality programming that meets their targeted advertising needs," said Joe Abruzzese, president of advertising sales at Discovery Networks U.S.