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CNBC and National Geographic Channel announce a 5 million dollar partnership with WTTC

eTN Staff Writer  Dec 14, 2009

The World Travel & Tourism Council (WTTC) today announced a US$5 million multi-platform global partnership with CNBC, the world’s leading business and financial news channel, and National Geographic Channel, the world’s leading provider of factual entertainment, with Sky News, Europe’s leading breaking news channel.

CNBC, National Geographic Channel, and Sky News have been appointed official WTTC broadcast partners for the next three years.

The agreement calls for both channels to provide commercial air time, online marketing, and direct engagement in a global campaign to help promote awareness of the economic and social importance of the travel and tourism industry worldwide.

CNBC will target its audience of CEOs, senior business leaders, and government officials via its global network that spans the EMEA, USA, and Asia Pacific regions, to underscore the travel and tourism industry’s contribution to the global economy and WTTC’s Global Travel & Tourism Summit, taking place next year in Beijing (May 25-27).

Alongside CNBC’s airtime campaign, the partnership includes advertising in CNBC Business magazine and online at worldwide. CNBC’s database of CEOs and senior business leaders will also be targeted with an email marketing campaign highlighting key WTTC initiatives and events.

National Geographic Channel will provide commercial airtime to promote the Global Summit and WTTC’s Tourism for Tomorrow Awards, profiling vignettes of the winners to its discerning viewers around the world. Ads will also air on Sky News in Europe and be streamed online on National Geographic Channel websites and on its dedicated travel and tourism portal.

The channel will also be involved in the Global Travel & Tourism Summit, filming debates and networking events, and will undertake an email marketing campaign to its Viewers Club database in the UK and Asia.

“WTTC is extremely pleased to have both CNBC and National Geographic Channel as our broadcast partners,” said Jean-Claude Baumgarten, president and CEO of WTTC. “The combined reach of both channels enables us to raise awareness of travel and tourism’s contribution to national economies around the world.

“Together they'll provide year-round exposure for WTTC and highly-targeted marketing campaigns to their own audiences, which will drive discussion and debate to raise awareness of the importance of travel and tourism as one of the world's largest industries, employing 220 million people and generating over 9.4 percent of global GDP.”

Paul Maraviglia, vice president, sales EMEA at CNBC said: "We are delighted that the World Travel & Tourism Council has chosen a multi-platform, three-year partnership with CNBC. The travel and tourism industry is an important sector for us, and we are eager to work with WTTC, not only to reinforce the important role that the industry plays in today’s economy, but also to help its members communicate their message to our influential senior business leader audience.”

Deborah Armstrong, senior VP, sales & partnership marketing at National Geographic Channel & Sky News, said: “National Geographic Channel is delighted to be working with WTTC to build awareness of the importance of the travel industry. With global reach and local programming feeds, NGC provides a ‘window on our world.’ inspiring, informing, and engaging our viewers with the key challenges shaping our planet. Sky News, as Europe’s most watched news channel, is dedicated to bringing viewers the news as it happens, anywhere around the world, and will provide WTTC with the opportunity to target its message to key influentials across the region.”

CNBC and National Geographic Channel announce a 5 million dollar partnership with WTTC
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