"CNN Heroes: An All-Star Tribute" has signed up three new sponsors, as well as striking deals with four returning marketers.
Returning sponsors include Johnson & Johnson, Subaru of America, Inc., Tide, and Humana. They join first-time sponsors BP, Geico and SERVPRO. The deals are integrated sponsorships leading up to the event, with content featured on CNN, HLN, CNN Airport Network and CNN en Espanol.
Specifically, this includes tagged tune-ins and integrated billboards. For online, it includes a devoted section on CNN.com, with video prerolls and co-branded media. There is on-site event marketing, as well as ads and shared integrated billboards in the show.
The 6-year-old live event airs on Dec. 2 at 9 p.m. ET. The show celebrates individuals who make extraordinary achievements in improving the lives of others.
“CNN Heroes is a tentpole programming event for CNN," stated Greg D’Alba, president, CNN and Turner Digital Ad Sales. "It culminates with the December broadcast, but really lives year-round, giving our advertising partners, especially those that wish to spotlight particular cause-related campaigns, the perfect platform to connect with an emotionally-engaged audience at a relevant time."
Some of the sponsors' existing cause-related efforts will be featured in their creative messaging that will run during the show.
For example, Johnson & Johnson will again feature its “Nurses Heal” creative promoting their Campaign for Nursing’s Future foundation. Subaru will run creative that spotlights its “Share The Love” event that donates $250 to the owner’s choice of five charities for every new Subaru bought or leased through the promotional period of Nov. 21, 2012 to Jan.2, 2013.