• Broadcasting & Cable, Monday, August 27, 2007 10:45 AM

The Weather Channel and The Home Depot have rolled out a new integrated microsite in a cross-platform advertising effort to reach do-it-yourselfers while they are checking the forecast on weather.com.

The site, linked with a Weather Channel TV segment called "The Home Depot Project of the Week," offers tutorials, shopping lists and videos, along with as store locations. Surfers will be directed to it via on-air mentions and advertising on weather.com. "The demand for do-it-yourself information continues to increase, and this site will help to remind our visitors that they can take on these initiatives one step at a time," said Paul Iaffaldano, executive vice president and general manager of The Weather Channel Media Solutions.

The Home Depot sponsorship provides credibility and know-how to answer any consumer questions.

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