PROMO SPOTLIGHT: Travel Channel, cable outlets team up in shopping mall tour

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Marketer: Discovery Networks' Travel Channel, Bethesda, Md.

Effort: "Travel Channel's Adventure Zone."

Agency: In-house, with assistance from M3 Marketing, Birmingham, Mich.

Twist: To promote its brand and help cable operators reach customers locally, Travel Channel launched its first-ever nationwide marketing tour in February. It planned to make two-day stops at shopping malls in seven major cities through April 2. A 4,000-square-foot exhibit included travel "scenes" and backdrops including a chance for visitors to compete for a prize by taping an improvised travel narrative. Hundreds of consumers received a free gift each day from the "Affiliate Hut" staffed by local cable operators.

Vital statistics: Travel Channel will choose one winning contestant who will receive an expenses-paid trip to Los Angeles and tape an actual travel narrative to air on the network.

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