Genworth Will Provide One of the Largest Prizes in Television History
RICHMOND, Va., June 16 /PRNewswire-FirstCall/ -- Genworth Financial, Inc.
(NYSE: GNW) announced today 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.
SOURCE Genworth Financial, Inc.
CONTACT: Phil Moeller of Genworth Financial, Inc., +1-804-662-2534,
Philip.Moeller@genworth.com
