New Sponsors for NBC's Jeep World of Adventure Sports
The Jeep World of Adventure Sports (JWOA) series now airing on NBC just signed up a few new sponsors. The new action-adventure sports series welcomed Columbia Sportswear Company, Garmin International, Goodyear, and America Online (AOL) to the production formula, which highlights all types of adventure sports and the go-anywhere nature of Jeep vehicles. Columbia Sportswear will outfit series host Pat Parnell and other show talent, as well as the NBC Sports crew, with all-weather technical gear from its 2004 Titanium Outerwear collection, while Garmin International will provide its GPS units and products to be used and featured in various events and by production crews operating in the field. AOL and Goodyear are slated to offer supporting advertisements with in-telecast benefits tied to event coverage. Jeff Bell, vice president of Jeep, remarked, "This project will not only provide great programming for consumers, but is taking product integration to a new level. We are excited to be working with brands who understand the value of properties like Jeep World of Adventure Sports."
Go 4x4 Trail-Rated Challenge
Jeep recently launched a new online "edutainment" game de-signed to teach consumers about on- and off-road Jeep vehicle safety features and safe-driving tips. The company developed the Internet destination with Organic Inc., Chrysler Group's interactive agency of record. The Go 4x4 Challenge positions the interactive vehicle "operator" within a variety of driving scenarios to teach Jeep-vehicle owners and prospects about how to maneuver safely through challenging on- and off-road conditions, such as deep water, snow, and sand. To take the Jeep 4x4 Trail-Rated Challenge, check out www.jeep.com/4x4.
Hummer and Tread Lightly! Fix Trails
Hummer and Tread Lightly! have joined forces to launch a major restoration initiative geared at repairing off-highway vehicle trails at the Gros Ventre area in the Bridger-Teton National Forest near Jackson, Wyoming. Part of an ongoing effort titled Hummer Helps, the project was made possible through a $100,000 endowment given to Tread Lightly!'s Restoration for Recreation program. Hummer Helps is designed to aid and protect communities and to restore recreational areas for future generations. Trail-maintenance activities are scheduled for completion in October 2005 and will focus on trail reconstruction and maintenance, improving education and signage, and identifying new sites for future restoration efforts. Hummer General Manager Mike DiGiovanni stated, "This restoration effort will not only improve the existing trails, but also aid in promoting socially responsible off-highway vehicle use." Community volunteers, U.S. Forest Service representatives, the Teton Off-Road Coalition, Hummer and Tread Lightly! employees, and various charitable organizations participated in the restoration efforts.