Newsroom

Press Release

November 6, 2015

Subaru appoints The Weather Channel UK for first-of-its-kind native advertising campaign

The appointment marks the first time a brand has sponsored an online video weather forecast in the UK-

London, 4 November 2015: The Weather Channel UK today announces it has been appointed by Subaru to launch a campaign promoting the car manufacturer’s market leading all-wheel drive vehicle range. Combined, this represents an opportunity to support an outdoor and travel related audience with the right tools to facilitate their active lifestyles with no compromise required.

The campaign speaks to an audience of drivers with or without families who live adventurously and frequently venture outdoors. As weather directly affects behaviour and is a vital part of our audiences’ weekend planning process, Subaru recognises The Weather Channel platforms as a vital tool to support and communicate their target audience at the exact moment they are most likely to be arranging an exploratory outdoor activity.

The Subaru campaign will see The Weather Channel create bespoke weather forecasts in-house for their audience, which will then be broadcast across its mobile properties. Advertisements will also be seamlessly integrated into the path of the active lifestyle consumer and will be activated across desktop and mobile platforms during weather conditions suitable for outdoor activity.

This Subaru sponsorship of The Weather Channel UK’s daily online weather forecasts will be the first-of-its-kind in the U.K.

The campaign launched on 29th October and will run for an initial ten weeks.

Ross Webster, Managing Director of International Sales, The Weather Channel, said: “This U.K. media first for The Weather Channel and Subaru highlights the growth of our content offering. We understand that Subaru wanted to engage with its audience during a time when the weather permits outdoor activity; our weather triggered technology along with our native ad tool Branded Backgrounds enables the brand to achieve this.”

Bianca De Bono, Group Marketing & Communications, Subaru said: “We see this partnership as the perfect opportunity to endorse an audience relevant to Subaru, embracing their love of the great outdoors and facilitating their weekend plans – whatever the weather or conditions. The brand synergy between The Weather Channel and Subaru is the perfect enabler for this audiences’ lifestyle.”