NBC Universal and Liberty Mutual Form Significant Cross-Platform Marketing and Programming Partnership

NBC Universal and Liberty Mutual Form Significant Cross-Platform Marketing and Programming Partnership

Agreement with Insurance Company to Deliver New NBC Two-Hour Movie/Back-door Pilot 'Kings' and Additional Television Movie to Air in 2008-09 Season Tied to Theme of Personal Responsibility

NEW YORK, April 2 /PRNewswire/ -- NBC Universal and Liberty Mutual today announced a significant cross-platform marketing and programming partnership that will deliver NBC's two-hour movie/back-door pilot "Kings," as well as an additional original movie to air on NBC and USA Network during the 2008-09 season. The movies are part of a broader Liberty Mutual marketing campaign tied to the theme of personal responsibility that will span multiple NBCU properties.

The strategic partnership with "Kings" is based on NBC Universal's and Liberty Mutual's common desire to promote The Responsibility Project, a multi-faceted, branded-entertainment initiative launched by Liberty Mutual.

"Kings" -- which centers on David Shepherd (Christopher Egan, "Resident Evil: Extinction"), a brave young soldier who rescues a king's (Golden Globe winner Ian McShane, "Deadwood") son from enemy territory and sets events in motion that will finally bring peace to a country -- resonates perfectly with the theme of the initiative. It is the ideal platform and program to market the responsibility message in conjunction with a broader media campaign spanning other NBC Universal properties, including coverage of the 2008 Summer Olympics in Beijing and the 2008 national elections as well as the company's various digital assets. The partnership also includes significant outside promotion for both movies.

The announcement was made today by Ben Silverman, Co-Chairman, NBC Entertainment and Universal Media Studios, Mike Pilot, President, NBC Universal Sales and Marketing, and Steve Sullivan, Liberty Mutual Group's Senior Vice President, Communications.

"This innovative joint agreement represents the kind of forward-thinking that results when NBC works closely with commercial clients to create customized solutions," said Silverman. "In this case, it centers on the theme of personal responsibility, which is crucial to Liberty Mutual and NBC, and can be conveyed in a creative and vital manner with the themes of our two new movies, including 'Kings.'"

Through The Responsibility Project, Liberty Mutual uses independently produced short films, online content and with the addition of the NBC partnership, television programming, as catalysts for examining the decisions that confront people trying to "do the right thing."

"This is a great example of what can be accomplished when we work with a client earlier in the creative process to develop a strong understanding of their marketing objectives and match them with the right creative opportunities," added Pilot.

"Liberty Mutual is thrilled to partner with NBC Universal," said Steve Sullivan, Liberty Mutual Group's Senior Vice President, Communications. "Liberty Mutual wants to create a deeper relationship with our consumers by creating a long-term emotional connection to our brand. By partnering with NBC, Liberty Mutual has the opportunity to become involved earlier in the creative process to support projects that align with our brand message promoting personal responsibility."

Each movie also will be promoted and linked to The Responsibility Project Web site www.responsibilityproject.com , which features independently produced film shorts, discussion guides, interviews, articles and blog postings tied to the central theme of personal responsibility.

The concept for The Responsibility Project is rooted in Liberty Mutual's television commercials that feature the tagline, "Responsibility. What's Your Policy?" The ads feature individuals acting responsibly in small ways and promote Liberty Mutual's approach to business and customers.

In response to an evolving media marketplace and the changing needs of its advertisers, NBC Universal has created a more innovative, client-centric approach to its traditional Upfront presentation. It will include the announcement of a year-round programming schedule in April; a series of one- on-one client meetings in New York, Los Angeles and Chicago; and a spotlight event on May 12 that will showcase the full scale of the NBCU offerings in a unique, multi-media, interactive environment that will allow advertisers to experience the broad spectrum of marketing opportunities available within the company. The new Upfront process allows NBCU to continue its 'customer-first' approach, while working to create new advertising models, define more effective metrics and provide a better return on its clients' investments.

"Kings" is a production of Universal Media Studios; Michael Green (NBC's "Heroes") is the executive producer. Francis Lawrence ("I Am Legend") is the director and executive producer and Erwin Stoff ("I Am Legend") also is executive producer.

About NBC Universal:

NBC Universal is 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. Formed in May 2004 through the combining of NBC and Vivendi Universal Entertainment, NBC Universal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group, and world-renowned theme parks. NBC Universal is 80 percent owned by General Electric and 20 percent owned by Vivendi.

About Liberty Mutual Group

Boston-based Liberty Mutual Group is a diversified global insurer and sixth largest property and casualty insurer in the U.S. based on 2006 direct written premium. The Company also ranks 95th on the Fortune 500 list of largest corporations in the U.S. based on 2006 revenue. As of December 31, 2007, Liberty Mutual Group had $94.7 billion in consolidated assets, $82.3 billion in consolidated liabilities, and $25.9 billion in annual consolidated revenue.

Liberty Mutual Group offers a wide range of insurance products and services, including personal automobile, homeowners, workers compensation, commercial multiple peril, commercial automobile, general liability, global specialty, group disability, assumed reinsurance, fire and surety.

Liberty Mutual Group (http://www.libertymutualgroup.com/ ) employs over 41,000 people in more than 900 offices throughout the world.

Source: NBC Universal

CONTACT: Deborah Thomas, Senior Vice President, NBC Entertainment
Publicity, +1-818-840-3663, Deborah.Thomas@nbcuni.com, or Liz Fischer, Vice
President, Corporate and Media Relations, +1-212-664-4825,
Liz.Fischer@nbcuni.com, or Liza Rindge-Peterson, Vice President, NBC
Entertainment Publicity, +1-818-840-3627, Liza.Rindge-Peterson@nbcuni.com; or
Michael Stewart of Ketchum, for Liberty Mutual, +1-310-584-8307; or John
Cusolito of Liberty Mutual, +1-617-574-5512

Web site: http://www.nbcuni.com/
http://www.libertymutualgroup.com/
http://www.responsibilityproject.com/

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Profile: International Entertainment