Marketer: Discovery Networks, Bethesda, Md., and American Humane Association, Englewood, Colo.
Twist: To bring its cable programming to life, Discovery Networks' Animal Planet joined forces with the American Humane Association last year and is sponsoring an 80-foot mobile animal hospital equipped to save fauna in natural and man-made disasters. It scored publicity recently by saving more than 200 pets and animals endangered in North Carolina by Hurricane Floyd. Between disasters, the vehicle appears at events promoted by local cable TV affiliates; vehicle tours and animal presentations are given, and Animal Planet premiums are doled out.
Vital statistics: Launched in May 1998, "Animal Planet Rescue" is a long-term effort with the humane association consisting of a mobile veterinary clinic, a four-wheel-drive animal ambulance, three Zodiac rescue rafts, a command center with satellite telephones, tanks capable of holding 300 gallons of potable water and residential facilities for eight rescue personnel plus a portable corral for