UKTV contest is focus of Attenborough joint venture

UKTV has teamed up with the Natural History Museum and Lonely Planet to launch a cobranded competition to promote its Attenborough season of programming on its factual channel, Eden.

The initiative launches today (15 October) and will see one winner have the chance to follow in the footsteps of Sir David Attenborough and win a trip to an “awe-inspiring” special destination.

Competition entrants will be asked to vote on what they think has been the best destination Sir David has visited from a list of ten compiled by Eden.

The contest will run as a free prize draw so that anyone who votes for a destination will have the opportunity to win.

The winner will be selected at random once the competition closes on 15 December. UKTV will notify the winner and Lonely Planet will take responsibility for fulfilling the prize.

The competition will be promoted on each of the three partner brands’ websites, TV, newsletters and retailers until 15 December. UKTV expects to reach a potential audience of 40 million.

The Natural History Museum will also promote the competition on its digital “way-finding” screens at the tourist attraction.

The Attenborough programming season starts on 2 November.

Eden and Lonely Planet first teamed up when the travel publisher sponsored a programming strand during Eden’s relaunch in January this year.


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