Discovery News

Post's Trail Mix Crunch, MediaVest and Discovery Channel Create Media Partnership

-- Post Cereals to Sponsor Discovery Channel’s "Alaska Week" --

(New York, N.Y.) Post Cereals, MediaVest and Discovery Channel today announced a collaborative media partnership of Discovery's wildly popular, "Alaska Week" which kicks off on April 12th..

As part of the sponsorship deal, Post's Trail Mix Crunch cereal will be the premier sponsor of Discovery Channel's "Alaska Week," airing each night, April 12-18, from 9-10 p.m. ET/PT, and will include custom shorts and an online component.

Throughout the week, four, three-minute custom shorts, or minisodes, co-created by Discovery Channel and MediaVest connectivetissue, dubbed ‘Trail Mix Crunch Alaskan Adventure Challenge (TMCAAC)' will air during "Alaska Week:" a celebration of America's last frontier, which will explore the beauty and mysteries of this vast terrain through Discovery Channel's most popular series, including "Dirty Jobs" (Dirty Jobs In Alaska)," "MythBusters" (MythBusters: Alaska Special) and the season five premiere of "Deadliest Catch."

Adventure seekers and voyeurs alike will be taken on an Alaskan journey as each minisode follows four competitors vying to win the ultimate Hawaiian vacation. Each TMCAAC, beginning with a downhill ski-race, followed by a mountain climb, then a dog sled race and concluding with navigating a canoe in freezing waters, will air on Sun., Tues., Thurs. and Sat.

Viewers can continue the adventure online by visiting (http://dsc.discovery.com/tv/alaska/alaska-week.html) which will feature an opportunity to view full minisodes, learn more about the competitors via biographies and Q&A, dig deeper on "Alaska Week" programming and Post Trail Mix Crunch cereal, play Alaska-themed puzzles, quizzes and games, as well as enter the Post Trail Mix Crunch ‘Taste of Adventure Sweepstakes' for a chance to win a five night, four day trip for two to Alaska, planned by Discovery.

This is Trail Mix Crunch's second year as a sponsor of "Alaska Week."

About Discovery Channel
DISCOVERY CHANNEL (DSC) is dedicated to creating the highest quality nonfiction content that informs and entertains its consumers about the world in all its wonder, diversity and amazement.  The network, which reaches 98.1 million viewers in the United States, can be seen in over 170 countries, offering a signature mix of compelling, high-end production values and vivid cinematography across genres including, science and technology, exploration, adventure, history and in-depth, behind-the-scenes glimpses of the people, places and organizations that shape and share our world.  For more information, please visit www.discovery.com.

About Discovery Communications
Discovery Communications 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, 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.  Discovery Communications is owned by Discovery Holding Company (NASDAQ: DISCA, DISCB), Advance/Newhouse Communications and John S. Hendricks, Discovery's founder and chairman. For more information, please visit www.discoverycommunications.com.

About MediaVest
MediaVest, a subsidiary of Paris-based Publicis Groupe, is one of the leading, full-service media specialist companies offering brand-building results and business solutions. Consistently delivering Connections That Captivate and industry-first initiatives and products, MediaVest's long-standing client partnerships include some of the world's leading marketers including Kraft, P&G and The Coca-Cola Company. For more information, please visit www.mediavestww.com.

About Post Foods, LLC
Post Foods, LLC, a subsidiary of Ralcorp Holdings, is the manufacturer of iconic ready-to-eat cereal brands including Honey Bunches of Oats, Pebbles, Grape-Nuts, Shredded Wheat, Honeycomb, Post Selects, Trail Mix Crunch, and other great tasting cereals.  For more information, please visit www.postcereals.com.

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