DISCOVERY CHANNEL PROMOTES BIKE WEEK
By Adnews Staff
Discovery Channel is promoting a programming event called Bike Week with a consumer marketing campaign featuring Jesse James, host of the series "Monster Garage," and musician Kid Rock. The campaign includes outdoor, transit, print, radio and TV advertising. Also, a poster giveaway will be conducted at <http://www.discoverychannel.ca> and video ads will be displayed on gas pump screens at some Esso stations in the Greater Toronto Area. Bike Week began on Monday with a program called "Motorcycle Mania 3," which followed Jesse James and Kid Rock on a motorcycle road trip. The Bike Week marketing campaign was created in-house.
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