Food Network Partners with Signature Travel Network To Launch New Culinary Travel Programs
Engaging Culinary-Based Travel Programs to Feature Food Network Stars and Shows
NEW YORK, NY (December 5, 2009) – Food Network, the first and only cable channel dedicated to connecting viewers to the power and joy of food, and Signature Travel Network, one of America’s oldest and most respected retail travel consortia in the country, announced they will join forces to offer innovative and engaging culinary travel programs exclusively to Food Network fans.
“Signature Travel Network is excited to partner with Food Network to bring together two of the public’s universal passions: food and travel,” said Michael von Wittenau, Signature’s Vice President Strategic Business Development. “The Food Network travel programs will use Signature’s extensive travel related services, expertise and technology to provide Food Network viewers with many opportunities to personally interact with the networks’ popular stars through authentic culinary experiences in some of the most exciting destinations around the world.”
"Food Network aims to connect our viewers with the power and joy of food, so we look for partners that can offer different ways to do that. Signature allows us to offer a complete global range of enriching land and cruise products that are perfectly suited for our fans," said Sergei Kuharsky, General Manager, Scripps Enterprises.
Plans are underway to offer a range of exclusive Food Network programs in 2010, including: cruises with Food Network stars and based on specific Food Network shows; trips tied into specific Food Network culinary trends or topics; and weekend getaways to locations such areas such as Napa Valley, California. The agreement between Food Network and Signature Travel was facilitated by Brandgenuity LLC, with offices in New York City and Chicago.
“Brandgenuity is thrilled to bring Food Network to the forefront of experiential licensing with industry-leader, Signature Travel,” said Louis Drogin, Partner at Brandgenuity. “Experiential licensing is on the rise and Food Network is the kind of brand that has the power to move viewers from simply watching at home to a complete, real-life, interactive brand experience.”
Culinary-centric travel programs are growing enormously in popularity with “foodies.” Research indicates that 37 percent of leisure travelers find the opportunity to experience different and unusual cuisine on vacation highly desirable (Source: 2008 National Travel Monitor) and 23 percent of affluent travelers consider the ability to learn a new skill or activity on vacation highly desirable. (Source: Portrait of Affluent Travelers). Some 27 million travelers, or 17 percent of American leisure travelers, engaged in culinary or wine-related activities while traveling within the past three years. (Source: Travel Industry Association Survey 2007).
“The research confirms what our travel agency members are telling us,” says von Wittenau. “Travelers are looking more and more to incorporate innovative cuisine-based programs into their travel plans.”
Signature/Food Network Partnership
About Signature Travel Network:
SIGNATURE TRAVEL NETWORK is a member-owned retail travel cooperative, headquartered in Marina del Rey, California, with a branch office in New York City. The network was established in 1956 and today includes 190 member agencies with 330 retail locations, over 1100 marketing URLs and more than 6000 travel specialists throughout the USA. Collectively, Signature members generate $4 billion in annual travel sales. Signature is one of the most highly respected retail organizations in the travel industry with a focus on innovative marketing programs to build their members’ business. Their relationships with the world’s most prestigious travel suppliers and subsequent buying power translate to exceptional and exclusive travel values for their members’ clients. For additional information, visit www.signaturetravelnetwork.com. For information on qualifications for membership, please contact Shary Dyer at Shary@signaturetravelnetwork.com.
About Food Network:
FOOD NETWORK (www.foodnetwork.com) is a unique lifestyle network and Web site that strives to be way more than cooking. The network is committed to exploring new and different ways to approach food - through pop culture, competition, adventure, and travel - while also expanding its repertoire of technique-based information. Food Network is distributed to more than 98 million U.S. households and averages more than 9 million unique Web site users monthly. Food Network programming is available internationally in more than 150 countries. Food Network is headquartered in New York, and maintains offices in Atlanta, Los Angeles, Chicago, Detroit and Knoxville, Tenn. Scripps Networks Interactive (NYSE: SNI), which also owns and operates HGTV (www.hgtv.com), DIY Network (www.diynetwork.com), Great American Country (www.gactv.com) and Fine Living Network (www.fineliving.com), is the manager and general partner.
About Brandgenuity LLC
Brandgenuity LLC is a leading independent trademark licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. The agency’s clients include MGM Studios, Food Network, World Poker Tour, Cadbury Adams, Church & Dwight, and Pabst Brewing Company among others.