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For those markets with local ad sales participation, the campaign
provides tools designed to position local sponsors as catalysts
for area residents to "be a hero" and act locally through
contributions to their community animal welfare organisations. The
Be A Hero campaign directs consumers to local sponsors through
on-air retail traffic driving spots and is also supported by customised
in-store signage and point of purchase displays.
To further drive retail traffic and patronage, for every purchase
(or test drive) made at a local sponsor, Animal Planet will make
a donation to a local animal welfare organisation on behalf of its
affiliate partner and local area sponsors. Automotive-specific materials
are also offered with this program to further capitalize on this
profitable ad sales category. Finally, consumers will also receive
a gift from the local affiliates for participating in the campaign.
The campaign also features an electronic Animal Planet Healthy
Pet Guide, a special pet care and first aid brochure, available
in both English and Spanish, designed exclusively for affiliates
to offer free to their subscribers. The brochure provides valuable
pet health care information and safety tips, ranging from how to
look after the long-term health of a pet to administering first
aid to a pet in an emergency. In addition, the web site features
video, games and a local area pet finder. A simple online tool kit
links the affiliates web site to a "Be A Hero" micro site,
promoting to consumers the myriad of benefits of high-speed Internet
service.
To build consumer awareness about the unique opportunity, on-air
sales-building spots will run throughout the promotion to encourage
consumers to purchase high-speed Internet service that makes navigating
and downloading quick and easy.
The channel adds that the campaign is an extension of its on-air
Heroes programming strip. This follows the drama, heroism
and heart of investigators who fight animal cruelty and neglect.
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