Discovery Communications to Launch Immersive Consumer Travel Expeditions Called "Discovery Adventures"
May 11, 2009
(Silver Spring, Md.) Discovery Communications, the world's leading nonfiction media company and parent to Discovery Channel, announced today it will enter the travel category with a series of adventure travel expeditions called Discovery Adventures. Partnering with the world's preeminent adventure travel provider, G.A.P. Adventures, each expedition will immerse participants in the culture and adventure of destinations such as those featured in Discovery Channel programming. Over 30 trips to worldwide destinations will be available for booking starting this summer.
Discovery Channel's wealth of experts and noted authorities will be tapped for insight into the development of specific Discovery Adventures trips, in coordination with the unsurpassed destination experience of the G.A.P Adventures team. Themes and activities for Discovery Adventures will be inspired by Discovery Channel's top rated programming and upcoming new series.
Discovery Adventures branded trips will be hosted in destinations including the following: Latin America (Peru, the Amazon, Ecuador, the Galapagos Islands, Brazil, Argentina, Mexico/Yucatan Peninsula, Costa Rica), Africa (Kenya, Tanzania, South Africa, Zambia, Victoria Falls, Egypt, Morocco) and Asia (India and China). Exhilarating experiences will include educational tourism, cultural immersion, wildlife encounters, and participation in sustainable world practices, epicurean adventures as well as geographic and environmental exploration. The website (address to be announced) for Discovery Adventures will launch July 30, 2009, featuring comprehensive trip details and booking capabilities.
"Discovery Adventures is the centerpiece in our strategy to give audiences exciting new ways to immerse themselves in Discovery beyond the TV screen," says Elizabeth Bakacs, Vice President, Discovery Commerce Licensing. "As the leader in adventure tourism, G.A.P. Adventures is the perfect partner to launch Discovery Adventures and help viewers experience first-hand the wonder, amazement and diversity of the world as seen every day on Discovery Channel."
"G.A.P Adventures is so inspired and excited to partner with Discovery, a company that shares our sense of adventure, a lust for life and a curiosity for culture," said Bruce Poon Tip, Founder and CEO of G.A.P Adventures. "We are confident that the Discovery Adventures banner will unleash the spirit of adventure, and provide a chance to travel not as an observer but as an active participant, with a breadth of options designed to match each person's unique passion, interest and adventure level."
Discovery Communications will support Discovery Adventures through a multi-tiered marketing campaign, leveraging its on-air and online properties to drive maximum awareness of Discovery Adventures. Marketing support will include on-air programming, in-program mentions, DVD in-program mentions, a dedicated online "Travel" link on the Discovery home page, as well as inclusion in other collateral and marketing materials appropriate for the Discovery Adventures audience.
Discovery Adventures is a focal point of Discovery's expansion beyond the TV screen, designed to further enable its large and loyal audience to immerse themselves into the brand and the lifestyle it represents. To that end, as a companion effort to Discovery Adventures, Discovery Communications has also recently launched the new lifestyle sub-brand Discovery Expedition, which will feature a collection of rugged, products designed to reflect the adventurous and inquisitive spirit of the network. The initial focus is on developing partnerships with industry leaders in the apparel, accessories, electronics and equipment categories to create branded products.
The largest adventure travel company, G.A.P. Adventures is the leader in trips for a different breed of traveler. Great Adventure People crave the road less travelled and G.A.P. ushers them deep into the heart of their chosen destination, where they can immerse themselves in unfamiliar cultures in an intimate, authentic and sustainable manner.
The deal was brokered on behalf of Discovery by its licensing agent, The Joester Loria Group.
About Discovery Communications
Discovery Communications (Nasdaq: DISCA, DISCB, DISCK) is the world's number one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries. Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Planet Green, Investigation Discovery and HD Theater, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks.com. For more information, please visit www.discoverycommunications.com.
About G.A.P Adventures
In 1990, Bruce Poon Tip launched G.A.P Adventures with the belief that other travellers would share his desire to experience authentic adventures in a responsible and sustainable manner. We have grown from a one-man show to an award winning company of over 600 employees. G.A.P Adventures is a world leader in adventure travel, offering more than 1,000 small group experiences, safaris and expeditions on all seven continents to more than 85,000 travellers a year. The company's worldwide adventures focus on cultural interaction, wildlife encounters, and active travel. In recognition of our sustainable travel efforts, G.A.P Adventures has been given the Ethics in Action Millennium Award and Conde Nast Traveler's Green List Honoree. National Geographic Adventure Magazine awarded our company as Best 'Do it All Outfitter' on Earth. www.gapadventures.com
About The Joester Loria Group
The Joester Loria Group, www.joesterloriagroup.com, is a full-service licensing and marketing agency providing its clients with a full array of services, including: strategic planning, competitive analysis, and implementation of licensing strategy, management of publicity and advertising and marketing for licensing programs. The Joester Loria Group represents Chrysler LLC for Jeep® and Chrysler; Pepsi-Cola North America for Pepsi, Mountain Dew, Aquafina and AMP; Baked Goods Leader, Entenmann's Products; BBC series Planet Earth, Discovery Communications including Animal Planet, Discovery Channel, Planet Green and selected series, Fido Dido, and award winning pre-school property Baby Genius.