In what appears to be a first of its kind partnership, steel company Nucor and MSNBC’s “The Dylan Ratigan Show” are partnering on a cross-country roadshow called “Steel on Wheels.”
Nucor will be providing logistical and financial support for the program, though the exact dollar figures are not being released. Nucor branding is expected to appear in the graphics for the program, and the subject matter being tackled on the tour is right in the company’s wheelhouse.
This looks to be the first time that a partnership of this sort has been struck at MSNBC. The network has done sponsorship agreements before, such as the one between Starbucks and “Morning Joe,” but the Nucor/Ratigan goes beyond simply logos and brand integration.
“I am committed to getting this country back on track for the benefit of all Americans, and ‘Steel on Wheels’ is the perfect vehicle to show how we can make that happen,” said Ratigan in a statement. “There is no better partner for this than Nucor and their visionary CEO Dan DiMicco, a man who is as dedicated to his own extraordinary employees as he is to helping get all of America working again.”
It is reminiscent of the recent partnership between the Bill & Melinda Gates Foundation and ABC News, which saw the non-profit providing $4.5 million to offset the costs of a yearlong series on health issues.
More information, including the official release, after the jump.
For MSNBC, the partnership helps offset the very expensive costs of taking a daily program on the road, and may even prove to be profitable. For Nucor, it gives the company prominent branding on a program that addresses issues close to its heart (and business).
The roadshow will kick-off December 15-17 in upstate New York, with future installments to take place in Philadelphia, St Louis. Each edition of “Steel on Wheels” will take place over three days each month through March, and will also include town hall events at several of the stops.
“THE DYLAN RATIGAN SHOW” AND NUCOR CORPORATION TEAM UP FOR “STEEL ON WHEELS” BEGINNING DECEMBER 15, 2010
NEW YORK—December 6, 2010—MSNBC’s “The Dylan Ratigan Show” and Nucor Corporation are partnering to create an innovative road show titled “Steel on Wheels,” aiming to bring forth solutions to the most pressing problems facing the American people. The “Steel on Wheels” tour will focus on four major themes: The Spirit Of America, Innovation, The Building Of Our Nation, and The Future Of America’s New Generations.
The “Steel on Wheels” bus, furnished by Trailways Transportation System, will hit the road for three days a month in December, January, February and March, traveling across the country to engage with Americans as they face the economy, determine the nation’s position in the world, and tackle the most important question of all—how do we get out of the mess we’re in?
The first leg of “Steel on Wheels” will stop in Seneca Falls, NY, the birthplace of women’s suffrage and the inspiration for the classic film “It’s a Wonderful Life,” followed by Philadelphia, the city of our Founding Fathers, and finally in St. Louis, the gateway to the frontier that first made America great. Those shows will take place on December 15-17.
January 26-28, “Steel on Wheels” will focus on innovation, featuring specific, efficient ways to solve America’s problems, including the widespread lack of access to healthcare, education, and jobs. February 23-25 will focus on the rebuilding of America, and March 23-25 will focus on the new generation of Americans and the future of our nation. Although dates are fixed, locations are pending at this time.
In addition to the live shows, “Steel on Wheels” will conduct town hall events at several of their stops, the first of which will take place at the University of Rochester on December 15.
“Dylan is incredibly passionate about fixing our nation’s problems, including the hemorrhaging of jobs, and getting Americans back to work,” said Phil Griffin, President of MSNBC. “We’re thrilled to be partnering with Nucor to help move the country forward.”
Said Dan DiMicco, Chairman and CEO of Nucor Corporation, “We are very excited about our partnership with ‘The Dylan Ratigan Show.’ We share with Dylan a deep concern about the state of the American economy and a belief that bold actions must be taken to spur economic growth and create jobs. This partnership will highlight the traits that make America great and how we can harness them to ensure America’s future prosperity.”
“I am committed to getting this country back on track for the benefit of all Americans, and ‘Steel on Wheels’ is the perfect vehicle to show how we can make that happen,” said Dylan Ratigan. “There is no better partner for this than Nucor and their visionary CEO Dan DiMicco, a man who is as dedicated to his own extraordinary employees as he is to helping get all of America working again.”
“The Dylan Ratigan Show” airs weekdays at 4 PM ET on MSNBC. Steve Friedman is Executive Producer.
About MSNBC: MSNBC defines news for the next generation with world-class reporting and a full schedule of live news coverage, political analysis and award-winning documentary programming — 24 hours a day, seven days a week. MSNBC’s home on the Internet is msnbc.com.
About Nucor Corporation: Nucor and affiliates are manufacturers of steel products, with operation facilities primarily in the U.S. and Canada. Products produced include: carbon and alloy steel – in bars, beams, sheet and plate; steel joists and joist girders; steel deck; fabricated concrete reinforcing steel; cold finished steel; steel fasteners; metal building systems; light gauge steel framing; steel grating and expanded metal; and wire and wire mesh. Nucor is North America’s largest recycler.