CNN Heroes Marks Its Ten-Year Anniversary with the Support of New and Long-Time Brand Partners
Wednesday, December 7, 2016
Returning brands GEICO, Humana and Subaru are joined by Astellas
to celebrate everyday people changing the world
CNN, a division of Turner, marks the tenth annual CNN Heroes: An All-Star Tribute together with brand partners Astellas, GEICO, Humana and Subaru. The Peabody Award-winning and Emmy-nominated program honors everyday people who are making extraordinary contributions to help improve the lives of others. Co-hosted by Anderson Cooper and ABC’s Kelly Ripa, the ceremony airs live on Sunday, December 11 at 8pm ET from the iconic American Museum of Natural History in New York City.
“The unique mission and execution of CNN Heroes, particularly this year, as a live event, presents our partners with an incredible environment to elevate their brand messaging in a meaningful way,” said Michal Shapira, senior vice president of News Content Partnerships, Turner Ignite. “The combination of these inspired brands and their deep, multi-faceted partnerships showcases the continued value in aligning with such a powerful, global platform.”
Returning to partner with CNN Heroes for the ninth year, Subaru’s unique, multiplatform partnership aligns with the brand’s annual Share the Love campaign: a pledge to make a positive impact in the world and local communities. Connecting to the program, Subaru will again match donations to the 2016 Top 10 CNN Heroes, dollar-for-dollar, up to a total of $500,000, beginning with the premiere broadcast of the event. Launching in support of Share the Love, CNN’s brand studio Courageous created three documentary-style vignettes featuring past CNN Heroes and individuals affected by their organizations to showcase the impact of Subaru’s contributions. One of the videos will take over full commercial pods via Turner Native Plus on CNN and HLN, and all three will live in native cards across CNNHeroes.com. To optimize the brand storytelling on social media, Turner’s capability Launchpad will distribute the content across CNN’s social handles. To donate to this year’s finalists, please visit: CNNHeroes.com.
“CNN Heroes’ recognition of those who dedicate their lives to help others embodies the spirit of Subaru’s annual Share the Love campaign – a commitment to helping make the world a better place and supporting causes near and dear to our hearts,” said Thomas J. Doll, president and chief operating officer, Subaru of America, Inc. “We are proud to once again be working alongside CNN to shine a light on these true unsung heroes.”
For the fifth year, GEICO and Humana also return to partner with CNN Heroes. Aligning with the spirit of the show, GEICO’s sponsorship supports the brand’s GEICO Military program. In addition to on-air brand creative, Courageous created a :30 video that spotlights an American military family to celebrate the commitment of our servicemen and women, as well as the influence of their support system at home.
First-time partner Astellas Pharma Inc joins as a sponsor of the program to support their global corporate brand campaign, which highlights the unified commitment of their employees in bringing value to patients worldwide. Tied to CNN Heroes, Astellas will receive brand exposure across CNN’s television and digital properties. The partnership with CNN Heroes is part of Astellas’ global deal with the network that extends internationally through March 2017.
To meet the Top 10 CNN Heroes of 2016 and donate to any of this year’s finalists, please visit: CNNHeroes.com.
About Turner Ad Sales
Turner Ad Sales monetizes the company's portfolio of leading entertainment, kids, news and sports properties through advanced advertising capabilities that power return-on-investment for brands. Attracting a wide-scale audience of diverse fans, the collection includes leading media brands Adult Swim, Boomerang, Cartoon Network, CNN, Great Big Story, HLN, TBS, TNT, truTV, Bleacher Report and Turner Sports' high-profile coverage of the MLB, NBA NCAA, PGA and the newly-formed professional eSports league ELEAGUE. In addition, the company has digital sales partnerships with the NBA, NCAA and PGA.
Senior Publicist, Turner Ad Sales