FYI 08.07.08

Columbia to Dress Rugged Discovery Outdoorsmen; Jane Seymour: Star and Sponsor

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The Discovery Channel may not always feed its talent, but a new deal with Columbia Sportswear is making sure that at least two of the network's top TV hosts stay clothed.
'Survivorman' Credit: Discovery

Columbia has signed on as the official outfitter for the third season of "Survivorman," hosted by Les Stroud and the new series "Into the Unknown With Josh Bernstein," the Discovery debut of the former National Geographic Channel personality. The apparel company has also signed for an on-air media buy and a co-branded online advertising agreement.

"Discovery Channel programming complements our positioning as an outdoor brand and provides on-air exposure that highlights the benefits of our products," Tim Boyle, president-CEO of Columbia Sportswear Co., said in a statement. "What's more, the Discovery Channel delivers a high index of active, outdoor-minded adults, a perfect match for the Columbia brand."

Added Joe Abruzzese, Discovery Communications' president of advertising sales, "We are pleased to partner with Columbia Sportswear and create a collaboration with a brand whose strong commitment to quality and value mirrors ours. Discovery's worldwide reach, coupled with Columbia's worldwide appeal, is a perfect match to further encourage an appreciation for our planet and its many wonders."

Even the talent is enthused about the new deal.

"My new series takes me to some of the most remote, inhospitable places on the planet," Mr. Bernstein said in a statement. "I'm grateful that Columbia is providing high-performance clothing that is up to the challenges that I face on my expeditions." -- Andrew Hampp
Jane Seymour isn't just the star of the Hallmark Channel's new movie "Dear Prudence," premiering Aug. 23 -- she's the sponsor too. Hallmark Channel and Kay Jewelers are teaming up to promote the movie as well as the actress' jewelry line, Open Hearts by Jane Seymour, sold exclusively at Kay Jewelers and at

Hallmark and Kay Jewelers will co-host an online sweepstakes running from Aug. 11-31, in which fans can enter to win jewelry from the Open Hearts collection at In turn, Kay Jewelers will feature in-store displays for the movie in its 909 locations nationwide, featuring tune-in information for the premiere. The grand-prize winner will receive a one-carat diamond necklace crafted in 14-karat white gold, while first-place prize-winner gets a half-carat diamond necklace in 14-karat white gold and second runner-up will receive a pave diamond "family" design necklace with a 14-karat yellow-gold circle.

"This partnership is the result of our stellar ongoing relationship with Kay Jewelers," Bill Abbott, Hallmark Channel's exec VP-ad sales, said in a statement. "Kay is a longtime sponsor of our popular holiday movies so when this opportunity was presented to us, we knew it was a great way to help drive tune-in to 'Dear Prudence' and sales of Ms. Seymour's jewelry collection. Working together on this initiative has proven to be a win-win for both companies and yet another way for each of us to further our brand and products in the most cost-effective way." -- Andrew Hampp
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