TLC.com and Volkswagen of America have launched a collaborative online partnership dedicated to promoting family travel content.
Driven by exposure for the Volkswagen Routan minivan, the automaker is now the premier sponsor of family travel content on TLC.com and will feature an original webisode series titled The Great Getaway. The collaboration will also see sponsored family-related travel information ranging from travel destinations to tips for packing powered by Discovery-owned website HowStuffWorks.com.
The Great Getaway follows the seven-member Woods family on a road trip through Sedona, Arizona. Via video journals, the five-part series is set to air over the next three months, highlighting family travel in a Routan minivan.
Volkswagen branding will also be integrated into the Family Travel section on the TLC Family vertical. The partnership shows how content providers are creating custom platforms upon which advertisers can introduce new products and reach their target audience.