• Ad Age, Tuesday, February 27, 2007 11:45 AM

Discovery HD Theater's "Sunrise Earth" --an hour of panoramic sunrises shot in HD from around the globe -- is looking for ways to offer marketing tie-ins to the show. Though the program is four years old, it's now turning up everywhere -- from yoga classes to real-estate open houses.
The goal in April will be to draw attention to Discovery's other HD programming while attracting advertisers to Club 1080, named for 1080i HD resolution. HD viewers that join the club can sign up for insider looks at other Discovery HD programs, as well as win chances to go on location on Discovery HD shows.

Sponsorship opportunities for Club 1080 are still in the works, says Derek Koenig, senior vice president-marketing, Discovery Communications, but a test campaign with BMW last month, 30- and 60-second behind-the-wheel test drives around a racetrack at sunrise, scored high marks from viewers. Koenig says that type of custom advertising is "just the tip of the iceberg" of what can and will be done in high definition.

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