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Travel guide publisher Lonely Planet has signed its first TV sponsorship deal for the launch of UKTV's newly-rebranded factual channel Eden.
The Guardian reports that the publisher has signed up to sponsor a programming strand on digital service UKTV Eden, the rebranded UKTV Documentary channel, which relaunches on 26 January.
Lonely Planet, in which the BBC's commercial arm, BBC Worldwide, controversially acquired a 75% stake for a reported £75m in November 2007, has signed up to sponsor the channel's new Adventure & Exploration strand of shows.
Adventure & Exploration programming includes "Palin's New Europe", fronted by former Monty Python star Michael Palin, and "Russia: A Journey" with Jonathan Dimbleby.
"It's our first-ever TV sponsorship deal in the UK and we couldn't have found a better partner," said Shona Gold, Lonely Planet's marketing director for Europe, Middle East and Africa. "This partnership also allows us to extend the reach of the Lonely Planet brand to a wider audience."
UKTV will also get advertising and advertorial space for the channel in Lonely Planet magazine, "Eden recommends" bookmarks attached to Lonely Planet books, an Eden microsite on the Lonely Planet website and a joint Eden/Lonely Planet presence at Destinations Travel and Holiday Fair shows.