(L-R): Nissan Rogue, Jeffery Gallant in Baie-Comeau, and a rare glimpse at the greenland shark

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TORONTO (June 15, 2015) – Building on the immense success of last year’s creative execution, Nissan has returned to partner with Discovery on Canada’s 20^th SHARK WEEK. For the second year in a row, Bell Media’s Brand Parternerships team has created a truly innovative campaign for the broadcast event’s lead partner, this year executing an authentic shark expedition focusing on Canada’s elusive greenland shark. Building on last year’s search, Bell Media has created a digital exclusive series IN SEARCH OF CANADA’S ROGUE SHARK: EXPEDITION with full episodes available on discovery.ca throughout the “Summer of the Shark”. The series treads new waters in Baie-Comeau, Québec, following GEERG (Greenland Shark and Elasmobranch Education and Research Group) founder Jefferey Gallant on his expedition to find the slippery sharks.

Nissan returns as the lead partner of SHARK WEEK, the blockbuster annual summer television event now in celebrating its 20^th incredible year, by developing the ideal promotional platform for the company’s Nissan Rogue crossover brand. The five-episode ROGUE SHARK digital series will also be televised as interstitials throughout SHARK WEEK, then combined to create a complete half-hour special, airing  Saturday, Aug., 1 at 6:30 p.m. ET on Discovery. Canadians are also invited to participate in a Twitter conversation with Discovery and Nissan throughout the summer with the chance to win an exclusive, once-in-a-lifetime Canadian shark experience.

The unique campaign was conceived for Nissan by Bell Media’s Brand Partnerships group in collaboration with Nissan’s marketing partners, OMD, and TBWA, and executed by Bell Media’s Original Brand Video team. Last year through the original, innovative partnership, viewers learned that science is only just catching up with the elusive shark’s migratory pattern through advancements in tracking technology. This year, Discovery and Nissan Rogue join Gallant, who has developed an algorithm 10 years in the making which he’s certain can predict when greenland sharks will be in Baie-Comeau. Nissan and Discovery will be throughout the expedition to share learnings about these elusive sharks in their environment, and more about the work that Gallant’s GEERG group is doing.

“We are proud to enter into a partnership with Nissan for the second year in a row for SHARK WEEK,” said Paul Lewis, President and General Manager, Discovery. “The campaign has made big strides in shark research and we’re excited to share these new discoveries with Canadians. We cannot wait to dive into a summer long celebration dedicated to one of the most fascinating creatures in the world.”

“Nissan Canada is thrilled to partner with SHARK WEEK for the second year, and together we hope to build on the excitement of last year’s record-breaking year in terms of viewership,” said Mary McNeill, Senior Manager, Marketing Communications, Nissan Canada Inc. It’s the perfect connection for the Nissan Rogue to conquer this special search of Canada’s Rogue Shark, an elusive species that sparked the curiosity in millions of Canadians. This year, Nissan wants to help drive innovation forward and allow GEERG to bring more to light about these very mysterious, and rarely observed sharks.”

IN SEARCH OF CANADA’S ROGUE SHARK: EXPEDITION campaign promos will begin to roll out beginning Saturday, June 27. Then, once SHARK WEEK begins on Sunday, July 5, nightly interstitial content, hosted by Teddy Wilson (co-host of INNERSPACE on Space), jumps into Canadian waters with Gallant on his expedition. This entertaining and engaging content all drives back to an interactive and immersive experience featuring digital-exclusive content at discovery.ca.

With a full programming slate also announced today, summer’s most-anticipated annual TV event, SHARK WEEK, returns for its 20^th year on Discovery with an eight-day oceanic feeding frenzy, July 5-12. Taking its biggest bite out of summer yet, Canadians can look forward to an unprecedented 45 hours of razor teeth and pointy fins during SHARK WEEK, with more premiere hours than ever before Click HERE for details about Discovery’s SHARK WEEK programming.

SOCIAL MEDIA LINKS:

Discovery Canada on Facebook: facebook.com/discoverycanada

Discovery Canada on Twitter: twitter.com/DiscoveryCanada