USA Network and Tanqueray(R) London Dry Gin Partner Together for USA's First-Ever 'Character Uncovered' Custom Sponsorship

USA Network and Tanqueray(R) London Dry Gin Partner Together for USA's First-Ever 'Character Uncovered' Custom Sponsorship

Scripted Vignettes Premiere as Part of 'Character's Welcome' Branded Opportunities

NEW YORK, Dec. 11 /PRNewswire/ -- USA Network and the makers of Tanqueray London dry gin have partnered together for USA's first of many "CHARACTER UNCOVERED" vignettes, it was announced jointly today by Chris McCumber, senior vice president, marketing and brand strategy and Jennifer Van Ness, vice president, marketing, gin, Diageo NA. Through the channel's continuing efforts to expand its Characters Welcome brand to its advertisers, this series will include scripted live action promos featuring the rich characters behind some of America's most iconic brands. Tanqueray's spokesperson Tony Sinclair will give viewers an opportunity to get to know him better as a distinct character with a detailed backstory.

"Tanqueray and Tony Sinclair is just one example of the new ways we're partnering with our advertisers, and we're pleased to work with them for our inaugural USA 'Character Uncovered' sponsorship," said McCumber. "Our character centric brand gives us license to bring the characters of our partner's brands to life in a unique and organic ways."

"Tony Sinclair is the perfect character to kick-off this series of vignettes on USA," said Van Ness. "Tony's personality is larger than life and slightly unconventional, but his refreshingly sharp personality is a great fit for television and perfect for USA Network. Additionally, the holidays are a great time of year for Tony to remind consumers to enjoy Tanqueray responsibly."

"USA is the only network that can offer advertisers an opportunity to showcase their branded spokespersons to a new audience in an innovative, distinctive way," said Scott Collins, vice president, sales and marketing, NBCU Cable Entertainment.

Two 30-second spots featuring Sinclair in an interview-type atmosphere, will air for 10 days beginning December 11 on USA. The spots will air in primetime and late night dayparts.

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About Tanqueray

Tanqueray is a dry, crisp, gin with a rich juniper flavor. Known for its iconic green bottle and red emblem, the brand is the number one imported gin in the United States and is one of the world's most award-winning white spirits.

Tanqueray gin, Tanqueray No. TEN gin, and Tanqueray Sterling vodka together create the renowned portfolio of Tanqueray, where perfection and craftsmanship maintain a history that reaches back 175 years. Additional information about Tanqueray and Tony Sinclair may be found at www.tanqueray.com.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 200 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at http://www.diageo.com/ .

USA Network is cable television's leading provider of original series and feature movies, sports and entertainment events, off-net television shows, and blockbuster theatrical films. The #1 basic cable network across the board in 3Q06, USA Network is seen in 90 million U.S. homes. The USA Network Web site is located at www.usanetwork.com. Characters Welcome.

USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.

Source: USA Network

CONTACT: Jean Guerin, +1-212-664-8988, jean.guerin@nbcuni.com, or Lynn
Weiss, +1-818-777-6682, lynn.weiss@nbcuni.com, both for USA Networks; Melissa
Woodbury, Diageo, +1-646-223-2035, melissa.Woodbury@diageo.com

Web site: http://www.usanetwork.com/
http://www.diageo.com/
http://www.tanqueray.com/

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