Genworth Financial Expands Branding Efforts as a Lead Sponsor for NBC′s TREASURE HUNTERS Groundbreaking Reality Series
Genworth Will Provide One of the Largest Prizes in Television History
Genworth Financial, Inc. announced it will be a lead sponsor of NBC′s summer reality entertainment series TREASURE HUNTERS, in partnership with NBC Universal Television Studio, Madison Road Entertainment, Magical Elves and Imagine Television. This fast-paced adventure/mystery reality series features 10 teams competing to find a treasure, to be provided by Genworth Financial, that is billed as one of the largest prizes in television history. A special two-hour premiere of TREASURE HUNTERS will air on NBC Sunday, June 18 from 8-10 p.m. ET, and then move to its regular Monday timeslot from 9-10 p.m. ET beginning on Monday, June 19.
Genworth Financial′s sponsorship of TREASURE HUNTERS will include brand representation in every episode. Genworth also is the title sponsor of an online game, the Genworth Financial Treasure Challenge at NBC.com, that will provide $200,000 in cash prizes with the chance to compete in a live, on-air treasure hunt. In addition, Genworth will be a part of the live finale of TREASURE HUNTERS, during which the prize, provided by the company, will be awarded to the winning team.
"We continue seeking groundbreaking avenues to build the Genworth Financial brand," said Buzz Richmond, senior vice president of brand marketing for Genworth. "TREASURE HUNTERS will provide a dynamic and exciting way to reach a wide audience with highly visible Genworth Financial roles in every episode.""
TREASURE HUNTERS offers another dimension to Genworth Financial′s branding efforts and follows the company′s recently launched, cutting-edge "100 +" ad campaign. The new ad campaign features centenarians in TV, print ads, and on a multimedia web site accessible at http://www.genworth.com/100.
"Branding today is more challenging and complex than ever and successful companies need to take advantage of the many relevant media technologies available to them to build recognition and acceptance for their products and services," said Richmond, noting that the company received strong brand recognition when it participated as a sponsor of a contestant event and live finale on THE APPRENTICE reality series in 2004.
"That exposure really helped jump start the Genworth Financial brand and we are looking forward to the same kind of energy and recognition with TREASURE HUNTERS," Richmond said.
About Genworth Financial
Genworth Financial, Inc. is a leading insurance holding company, serving the lifestyle protection, retirement income, investment and mortgage insurance needs of more than 15 million customers, and has operations in 24 countries, including the United States, Australia, Canada, Japan, Mexico, New Zealand, the United Kingdom and 17 other European countries. For more information, visit http://www.genworth.com/.
