UKTV’s rebranded Eden to partner with Lonely Planet
 

UKTV has teamed up with Lonely Planet, the leading global travel information provider, to mark the launch of its first rebranded factual channel, Eden, from UKTV Documentary, on 26th January. The new partnership will see Lonely Planet sponsoring Eden’s new Adventure & Exploration strand which will run seven days a week at 1000-1100 and 2300-2400 from launch. Key programmes within this strand include Equator, Palin’s New Europe, Expedition Borneo, Russia - a Journey with Jonathan Dimbleby and A Year in Tibet.

Eden will go live on-air at 9am on 26th January with a schedule composed largely of high-end premieres - including Superstorm, Ganges and Wild China, alongside Tribe (series 3), Elephant Diaries (series 2) and Tribal Wives - documentaries that will play alongside 'landmark' series such as Planet Earth, Ray Mears’ Extreme Survival, Life of Mammals and Full Circle with Michael Palin. A complementary website with the url www.exploreeden.co.uk will also launch on the same day. Inspire Lonely Planet’s Marketing Director EMEA, Shona Gold, emphasised the importance of the sponsorship to the Lonely Planet brand: “We’re delighted to have the opportunity to sponsor Eden’s Adventure and Exploration strand. It’s our first ever TV sponsorship deal in the UK and we couldn’t have found a better partner. "Eden is a great fit with Lonely Planet. We share similar values to inspire and connect people to the world. This partnership also allows us to extend the reach of the Lonely Planet brand to a wider audience". Eden’s Channel Head, Adrian Wills, commented: "Eden will be the best of breed in terms of factual channels so expect the highest quality images, the most authoritative guides, the most breathtaking animal behaviour and the most stunning physical wonders. We guarantee our viewers a bigger, bolder, brighter version of the world, all delivered with a daily shot of astonishment".     Formed in 1997, UKTV is an independent commercial joint venture between BBC Worldwide, the commercial arm of the BBC, and Virgin Media. Attracting 34 million viewers each month, the network consists of ten TV channels – Watch, G.O.L.D., Dave, Alibi, UKTV Style, UKTV Food, UKTV Gardens, UKTV History, UKTV Documentary and UKTV People – offering a broad range of quality programming across entertainment, lifestyle and factual programming. UKTV currently operates eighteen broadcast streams when multiplexes (+1s) and broadband are taken into account, and eleven websites. Following extensive audience research, say UKTV, Lonely Planet - in addition to a number of other key partners to be announced shortly - was identified as salient brand fit for Eden’s audience based around adventure travel. The contra-based marketing partnership was negotiated via partnership marketing agency, Mediator, by Caroline Docker alongside UKTV’s Sara Holt and Lonely Planet’s Shona Gold. Initially signed for a six month period, the deal also includes exclusive online content written by Lonely Planet Travel Editor Tom Hall for Eden’s website, advertising and advertorial space in Lonely Planet Magazine, “Eden recommends” bookmarks attached to Lonely Planet books, an Eden micro-site on the Lonely Planet website and joint Eden/Lonely Planet presence at Destinations Travel and Holiday Fair.