Atlanta, Georgia
March 5, 2003
Network and Lawn and Garden
Leader Team to Offer On-Air
Lawn and Garden Report and Co-Branded Web Site Content
The Weather Channel® (TWC), the nation's leading provider of
weather information, and its web site, weather.com, have teamed
with The
Scotts Company (NYSE: SMG
- News), the global leader in consumer lawn and garden products,
in a fully integrated advertising and content-sharing
partnership.
The partnership is the largest integrated initiative from The
Weather Channel companies to date.
The initiative includes weather-related Scotts, Miracle-Gro and
Ortho Lawn & Garden Reports produced by The Weather Channel
during lifestyle segments airing on The Weather Channel and a
co-branded, weather-related lawn & garden section on
weather.com. It marks the first time that both The Scotts
Company and The Weather Channel are integrating sponsored on-air
programming with online content.
Beginning this week, the "Scotts Lawn & Garden Center" found at
www.weather.com/scotts,
will appear in the Home & Garden section of weather.com
featuring geographically specific tips and advice for lawn and
garden care. Additionally, the section (referred to as a
micro-site) will provide access to a
wide variety of interactive tools and other resources for
solving common lawn care and gardening problems. Lawn and garden
maps - including those from the on-air Scotts, Miracle-Gro and
Ortho Lawn & Garden Reports - will also provide consumers with
guidance on what gardening products should be used in particular
regions of the country. Scotts will also sponsor the Home &
Garden versions of the weather.com Desktop Weather and Inbox
Weather that feature weather-triggered
and geographically targeted information.
"We expect to generate 50 million household impressions monthly
on The Weather Channel, including our on-air Lawn & Garden
Reports, while concurrently reaching up to 9 million gardeners
each month with our more targeted communications on
weather.com--the #1 site for reaching gardeners online, " says
Gordon Hecker, senior vice president of marketing for Scotts.
"This integrated partnership will address the greatest consumer
need in our business today--the need for timely, relevant
information. Consumers need advice and information to help them
grow spectacular lawns and gardens. This is just one example of
how the Scotts Company is proactively reaching its consumers
through our integrated
marketing communications efforts."
The partnership with Scotts marks an early advertising
initiative of the newly established Client Solutions Group at
The Weather Channel. "The Client Solutions Group is focused on
providing cross-platform options to solutions-oriented clients,"
said Lyn Andrews, advertising sales president at The Weather
Channel. "The partnership with The Scotts Company, the lawn and
garden category leader
with the most recognized brands in the industry, is particularly
exciting for us because it marks the first time The Weather
Channel cable network has integrated advertiser content into our
programming; in this case, drawing attention to the important
role weather plays in gardening and lawn care. We think this is
a prime example of how The Weather Channel can develop unique
and targeted advertising partnerships for our clients - both
on-air and online."
Other features of the Scotts, Miracle-Gro and Ortho Lawn and
Garden on-air report include:
- Co-branded national forecast
maps
- Precipitation forecast
- Drought monitor
- Soil conditions
- Watering needs
- Optimal planting schedule
- Lawn fertilization map with
product recommendations from The Scotts Company
- Garden care map with product
recommendations from The Scotts Company
Each on-air segment will direct
viewers to
www.weather.com/scotts for more information specific to
their region and an update on the local "Watering Needs Index."
The sponsorship will run from March through October, with
rotating segments Wednesday - Friday, 10:00 AM - 10:30 AM and
6:00 PM - 6:30 PM. On weekends the segments will air Saturday -
Sunday, 8:00 AM - 8:30 AM and 11:30 AM - 12:00 PM.
Beginning March 5, each lawn and garden report on The Weather
Channel cable network will feature a Scotts-branded opening
graphic, targeted lawn and garden maps and a national map
highlighting seasonal product recommendations.
RJ Palmer LLC/New York negotiated the partnership while
Tequila/Minneapolis designed the lawn and garden micro-site.
The Weather Channel, a
24-hour weather network, is seen in almost 85 million U.S.
households. Its Web site, weather.com, attracts over 14 million
unique users per month and serves an average of 350 million
monthly page views. It is consistently ranked the top weather
Web site and among the top 25 of all Web sites by
Nielsen/NetRatings. TWC also operates The Weather Channel Radio
Network, The Weather Channel Newspaper Services,
weather.com/espanol and canaldotempo.com and is the leading
weather information provider for emerging technologies.
This includes broadband and interactive television applications,
with wireless weather products accessible through high-speed
Internet services, phones, pagers, Palm Pilots, and other
personal digital assistants. The Weather
Channel is owned by Landmark Communications, Inc., a Norfolk,
Virginia based, privately held Media Company.
The Scotts Company is the world's leading supplier of consumer
products for lawn and garden care, with a full range of products
for professional horticulture as well. The company owns the
industry's most recognized brands. In the U.S., the company's
Scotts®, Miracle-Gro® and Ortho® brands are market leading in
their categories, as is the consumer Roundup® brand which is
marketed in North America and most of Europe exclusively by
Scotts and owned by Monsanto. In the Europe, Scotts' brands
include Weedol® Pathclear®, Evergreen®, Levington® Miracle-Gro®,
KB®, Fertiligene® and Substral®.
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