Scotts to Sponsor Content on Weather.com

NEW YORK Weather.com and its parent, the Weather Channel, have teamed with The Scotts Company, a lawn and garden products marketer, for an integrated advertising and content-sharing program that begins this week.

The initiative includes a co-branded, weather-related microsite on weather.com (www.weather.com/scotts), which will feature geographically targeted tips and advice for lawn and garden care.

The microsite features tie-ins with Scotts brands like Miracle-Gro, Ortho and Osmocote. For instance, green thumbs can sign up for monthly e-mail advice from professionals at Miracle-Gro.

As a part of the cross-platform package, the Weather Channel will air weather-related Scotts-branded lawn and garden reports during lifestyle segments. Each on-air segment will direct viewers to the microsite.

RJ Palmer in New York negotiated the deal, while TBWA Worldwide’s Tequila in Minneapolis designed the microsite.

The Weather Channel’s partnership with Marysville, Ohio-based Scotts marks one of initial efforts of the cable network’s Client Solutions Group, which focuses on offering advertisers cross-platform options.