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CAMPAIGN NEWS: VW is heading for adventure on the Discovery Channel

Volkswagen Commercial Vehicles has begun a 12 month deal to sponsor action and adventure programming on three of Discovery Network's channels to reach SMEs.

The sponsorship is combined with VW's radio campaign and is designed to raise awareness of its core range of vehicles - Transporter, Caddy and Crafter. The year long deal will see idents being run across adventure programming including Bear Grylls, Born Survivor and Storm Chasers.

The idents will include the strapline ‘Every job's an adventure' and will feature various tradesmen - such as a plumber, vet and a gardener - turning up to the job in a VW vehicle and discovering the work environment is more of a challenge than they anticipated. E.g. A waterfall or a jungle.

Martin Cooper, VP commercial development at Discovery Networks UK said, "This sponsorship gives Volkswagen Commercial Vehicles the opportunity to own adventure programming across some of our biggest channels and matches their key audience demographic for these brands."

Channels the ident will appear on include DMAX and the Discovery Channel.