Procter & Gamble and Discovery Communications have inked a one-year cross-platform marketing partnership that covers integrated marketing initiatives for P&G brands on several of Discovery's national television properties including the Discovery Channel, The Learning Channel (TLC), Animal Planet and BBC AMERICA. The deal marks the first large-scale partnership for the newly formed Discovery Solutions Group.

Through the alliance, P&G brands aim at building relationships with an important target consumer, says an official release. P&G's Beauty Care, Baby Care, Home & Fabric Care, Food & Beverage, Healthcare and prescription drugs product lines will be showcased across Discovery Networks and on programmes like the Discovery Channel's 'Surprise By Design'.

In addition to on-air exposure, the partnership includes sweepstake opportunities, a full range of integrated marketing exposure on discovery.com, Discovery Channel Store tie-ins and product integration. As part of the deal, P&G's Swiffer brand has formed a strategic partnership with TLC's 'Trading Spaces' series, and there will be other customised programme elements across all Discovery Networks as well. P&G will also be involved in the newly launched Discovery HD Theater.

The P&G/Discovery deal was crafted by P&G, MediaVest, a media management and broadcast agency of record for Procter & Gamble, and Discovery Solutions, an integrated sales and marketing team.

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