Kangaroo TV expands reach to race title sponsors in F1

    Innovative Abbey Bank program delighted Santander British Grand Prix fans
    in Silverstone and provided new revenue stream for Kangaroo

    MONTREAL, Aug. 15 /CNW Telbec/ - For Kangaroo TV, the Santander British
Grand Prix in Silverstone was an innovative success as it partnered with race
title sponsor, Santander and its subsidiary Abbey Bank, for the production and
broadcast distribution of the "Fan Zone" channel. Santander and Abbey Bank
worked very closely with the Vodafone McLaren Mercedes Formula one Team and
with Kangaroo TV to create The Fan Zone channel with the objective of
enhancing the F1 experience for grandstand spectators and VIP guests alike
throughout the weekend. This initiative set a precedent in and beyond Formula
1 of pro-active and exciting partnership activation, engaging the fan in a new
multi-media platform
    The Fan Zone channel was broadcast on all the Kangaroo TV sets
distributed and used throughout the weekend, also a sellout event for Kangaroo
TV. The specially-dedicated fan focused channel showcased original content of
events leading up to and taking place around the race, giving fans an inside
look at F1 stars and personalities such as the Great Ormond Street Hospital
charity ball, as well as Lewis Hamilton's visit to the hospital on behalf of
Abbey Bank. The programming also included exclusive pre-race interviews with
Martin Whitmarsh, CEO Formula 1, Vodafone McLaren Mercedes and Jonathan Neale,
McLaren Racing Managing Director and several other original race related
    Alain Charette, Executive Vice-President Corporate Development at
Kangaroo Media described the program in these terms: "Our device is
increasingly viewed by Teams, corporate partners and race title sponsors as a
powerful vehicle to connect and interact with race fans and guests, while also
providing them an exclusive and enhanced spectator experience. And from our
perspective, this aligns perfectly with our strategy to better leverage the
sports properties where we have rights and to drive additional revenue streams
from a single technology platform. "
    In addition, The Fan Zone complemented nicely Santander's high-profile
advertising campaign and title sponsorship in Silverstone, and presented a new
medium to speak to general public as well as customers, VIPs and employees.
Its grandstand/VIP campaign involved approximately 4,500 Abbey guests over the
three day period, which all had the opportunity to use a Kangaroo TV to
educate and increase the entertainment value of this Formula 1 event.
    "For us to be able to provide unique and relevant content on Kangaroo TV
for the Santander British Grand Prix was a real first and something we'd look
to build upon for the future. Kangaroo TV is now an integral part of ensuring
a fantastic fan and guest experience at the Santander British Grand Prix and
I'm very excited about how we can develop this for the future. The key areas
to build upon for next year are less about the content, which was excellent
and more about the basics; ensuring the viewer knows it is there, why it is
worth watching and how to access it. In short, I'd like to make sure more
people watched and talked about our content," added Keith Moor, Director of
Brand and Communications at Abbey.
    Kangaroo TV and the targeted messaging of the Fan Zone channel helped
accomplish Abbey Bank's strategic marketing goals, and demonstrated Abbey's
impressive commitment to the British Grand Prix, yet leveraging its
partnership with the Vodafone McLaren Mercedes F1 Team.

    About Kangaroo Media Inc.

    Kangaroo Media Inc. develops, manufactures, commercializes, sells and
rents hand-held wireless audiovisual multi-functional entertainment systems
that allow users to enhance their on-site viewing experience of sporting
events. Kangaroo Media's unique proprietary technology delivers real-time
video, audio and data content to each fan's hand-held Kangaroo TV device. It
gives fans the ability to create their own live-action sporting event on-site.
Kangaroo Media, headquartered near Montreal, Canada, is listed on the Toronto
Stock Exchange (www.tsx.com) as KTV. For more information, visit

    (The TSX does not accept responsibility for the adequacy or accuracy of
    this release.)
    %SEDAR: 00019975EF

For further information:

For further information: Robert Mimeault, President & COO, Kangaroo
Media, (450) 595-2043, rmimeault@kangaroo.tv

Organization Profile


More on this organization

News - Media

More on this organization

Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890