The Weather Channel has signed long-time partner Michelin as a sponsor of its week-long seasonal programming block, “Why I Love Fall,” which bows Oct. 12.
A celebration of autumn’s multihued glories, the “Why I Love Fall” stunt is designed to tap into the emotional charge brought on by brilliant foliage and crisp October air. Throughout the week, Michelin will sponsor a series of TWC-produced vignettes touching on various fall outdoor activities, including sailing, skydiving and rock climbing.
Michelin will also appear in regularly scheduled programming such as the weekday morning show Your Weather Today (7 a.m.-10 a.m.), Weekend View (Saturdays and Sundays, 5 a.m.-11 a.m.) and Weather Center (weekdays 7 p.m.-10 p.m.). In addition, the French tire manufacturer will receive promotional consideration in customized “Local on the 8s” segments.
Earlier this week, Michelin took the wraps off a new international brand campaign, unveiling a fresh tag line (“The Right Tire Changes Everything”), while tweaking the profile of its 115-year-old mascot. From now through the end of Q4, Michelin’s will pump up the campaign with a $20 million media spend. The three-month outlay is nearly half of what the company invested in measured media last year ($43 million, per Nielsen).
Michelin’s creative agency is Omnicom’s TBWA\Chiat\Day.
The NBC Universal-owned TWC is hoping that cooling temperatures will usher in a ratings warm front. In the third quarter, the network saw its prime time deliveries plummet 45 percent, to 214,000 total viewers. In total day, TWC fell 36 percent, to 210,000.
The network is expected to reach 101.7 million subscribers by the end of the year, making it the second most distributed cable network in the U.S. (TBS is in 101.9 million households, per SNL Kagan data.)