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BOSTON Via and its Aura360 affiliate have launched a campaign touting the new NBC TV series Jeep World of Adventure Sports.
“Adventure sports are rapidly gaining popularity, attracting competitors and spectators alike,” said Rich Rico, chief creative officer at Via. “The audience we need to reach is young and savvy. They don’t want to feel marketed to – so we’ve developed ways to promote brands naturally, by bringing them into the action of the programming.”
A print execution broke last week in Sports Illustrated.
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