Empower Creates Discovery Channel ‘Shark Week’ Promotion for Long John Silver’s


CINCINNATI–July 15, 2009–Discovery.com, dedicated to creating the highest quality non-fiction content that informs and entertains, and Long John Silver’s, the world’s most popular seafood restaurant chain, today announced a collaborative online partnership of Discovery Channel’s popular “Shark Week,” kicking off today through August 31.

The partnership is highlighted by exposure for Long John Silver’s new Baja Fish Tacos, as well as premier sponsorship of the “Shark Week” microsite on DiscoveryChannel.com (www.discovery.com/sharkweek).

As part of the sponsorship deal, Long John Silver’s will have complete ownership of the Sharkrunners game which allows users to tag, track and observe sharks in real-time and in their natural habitat. In addition, Long John Silver’s branding will be incorporated into online content, including full page Shark related interstitials, ‘best of’ shark video from the past 22 years of “Shark Week” and a ‘deep dive’ on how these highly evolved creatures really work from Discovery-owned website HowStuffWorks.com via 40 new articles and 30 new shark profiles.

A co-branded sweepstakes titled “Discover Baja” will provide an opportunity to win a trip for four to Baja California, Mexico. The concept and supporting creative for the promotion was created for Long John Silver’s by Empower MediaMarketing.

“Long John Silver’s sponsorship of Discovery.com’s ‘Shark Week’ is a natural fit,” said Kathleen Kayse, Executive Vice President, Digital Advertising Sales, Discovery Communications. “Bringing together two renowned brands to celebrate one of the true rites of summer, ‘Shark Week,’ is a win for both the client and the online user.”

“Long John Silver’s partnership with Discovery.com is a unique opportunity to organically marry two brands with strong commitments to quality,” said LJS Senior Marketing Director John Villanueva. “Matching the long-running ‘Shark Week’ to promote Long John Silver’s and the launch of our new Baja Fish Tacos is a playful, creative fit.”

About Discovery Communications
Discovery Communications is the world’s number-one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries. Discovery empowers people to explore their world and satisfy their curiosity through 100-plus worldwide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Investigation Discovery and HD Theater, as well as leading consumer and educational products and services, and a diversified portfolio of digital media services including HowStuffWorks.com. Discovery Communications is owned by Discovery Holding Company (NASDAQ: DISCA, DISCB), Advance/Newhouse Communications and John S. Hendricks, Discovery’s founder and chairman. For more information, please visit www.discoverycommunications.com.

About Long John Silver’s
Long John Silver’s Inc., based in Louisville, Kentucky, is the world’s most popular QSR seafood chain, specializing in delicious, signature batter-dipped fish, chicken, shrimp and hushpuppies. Since 1969, the company has brought families together with traditional seafood items, new products such as Buttered Lobster Bites, and Freshside Grille™ offerings, including Pacific Grilled Salmon, Grilled Tilapia and Shrimp Scampi. The brand was voted “Best Fish” by the 2009 Zagat Fast Food Survey. There are more than 1,100 Long John Silver’s® restaurants worldwide, and over 400 additional points of distribution in multi-brand restaurants.

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