Ford, IBM sponsor Discovery's `Cleopatra.'

Halliday, Jean
February 1999
Advertising Age;2/22/1999, Vol. 70 Issue 8, p74
Trade Publication
This article reports that Ford Motor Co.'s Lincoln brand and IBM Corp. will sponsor the first global cable television primetime telecast of Cleopatra's Palace: In Search of A Legend. The 60-minute television program by Discovery Communications will be aired with no commercial breaks and Lincoln and IBM will be named as presenting sponsors. Since Lincoln has not made a big push to be an international brand, parent company Ford has the international rights of the deal. Lincoln's pact for Discovery's Cleopatra program is part of a sponsorship package of the network's exploration series that started in the fourth quarter of 1998 and continues into 2000.


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