Discovery creates travel unit

Teams with G.A.P. Adventures for new venture

Discovery Communications is extending its brand beyond the TV screen. On Monday, it unveiled Discovery Adventures, a new adventure travel brand that will offer trips to destinations such as those featured in the company's programming.

The cable network's firm has partnered with adventure travel firm G.A.P. Adventures to help create what the two hope will become the preeminent adventure travel brand.

Financial details weren't disclosed.

Over 30 trips to worldwide destinations will be available for booking starting when its website launches in July.

The new venture is a key step in Discovery's off-air expansion designed to let its viewers immerse themselves in the brand in more ways than one. It has also launched the lifestyle sub-brand Discovery Expedition, which will provide a collection of rugged products.

Discovery's initial focus is on developing partnerships and branded products with companies in the apparel, accessories, electronics and equipment spaces.