Discovery now a travelin' brand


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

The cable networks firm has partnered with adventure-travel firm G.A.P. Adventures to help create what they hope will become a pre-eminent travel brand.

Financial details weren't disclosed.

More than 30 trips to worldwide destinations will be available when its Web site launches in July.

The new venture is a key step in Discovery's off-air expansion designed to let viewers immerse themselves in the brand.

It also has 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. (partialdiff)