Lonely Planet, the global travel information provider, will sponsor a strand on rebranded factual channel Eden, owned by UKTV. The deal marks Lonely Planet’s first UK TV sponsorship.
The sponsorship, which covers the channel’s Adventure & Exploration strand, will mark Eden’s rebrand from UKTV Documentary on January 26.
The Adventure & Exploration strand will run seven days a week between 10am and 11am and 11pm to midnight from launch. Programming will include Equator, Palin’s New Europe and A Year In Tibet.
The deal, which will run for six months, includes exclusive online content written by Lonely Planet travel editor Tom Hall for Eden’s website; advertising and advertorial space in Lonely Planet Magazine; “Eden receommends” bookmarks attached to Lonely Planet books and an Eden microsite on the Lonely Planet website.
The new multi-platform brand will target upmarket couples in their thirties and fourties with children and carries the strapline “One amazing world. One amazing channel”.
The channel rebrand is the first of UKTV’s factual portfolio and follows the rebrand of UKTV’s entertainment portfolio as Dave, G.O.L.D, Watch and Alibi. UKTV People and UKTV History will be relaunched as Blighty and Yesterday later this year.