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Weather.com Sparks July 4th Channel

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Weather.com has unveiled a new Independence Day-themed channel dubbed “Countdown to July 4th” which is being produced in conjunction with sponsor Jose Cuervo Tequila.

The new channel, which each day this week is counting down the number of days left before the 4th of July holiday, features a mix of service editorial and lifestyle content related to summer. For example, the site offers tips on food preparation and safety (such as information on safe grilling and the need for sun screen), along with listings of local July 4th celebrations. Plus the channel enables users to check on the forecast for the coming long holiday weekend and track flight delays and traffic conditions.

In addition, the site houses local-oriented feature content, such as popular drink recipes from 25 different cities as well as an overview of barbecue cooking styles from eight different states. Firework-seeking users can also flip through a slideshow of lightning images.

On the advertiser front, currently Jose Cuervo is running an oversized pair of banner ads which both feature coordinated virtual fireworks. Cuervo is planning to continue a summer-long campaign on Weather.com using the site’s proprietary ADaptor ad technology, which will enable the tequila company to deliver customized ads to users based on their location, time of day and local weather conditions.

Officials at Weather.com said that the custom built channel will serve as a template for similar content/ad packages planned for upcoming holidays.