Sundance Channel And Diageo Partner On Dynamic Multi-Platform Sponsorship Deal

Sundance Channel And Diageo Partner On Dynamic Multi-Platform Sponsorship Deal

Network Dives into the Search for Captain Morgan's Lost Fleet with New
DocumentaryThe Unsinkable Henry Morgan Airing on Sundance Channel on January
20th; Film Will Screen at a Sundance Channel Event during the 2013 Sundance
Film Festival

In The Unsinkable Henry Morgan, award-winning director Michael Haussman
follows a team of artists and experts as they explore the legends surrounding
Morgan's exploits in Panama

PR Newswire

NEW YORK, Jan. 16, 2013

NEW YORK, Jan. 16, 2013 /PRNewswire/ -- Sundance Channel and Diageo have
partnered on a multi-platform, multi-brand sponsorship deal and production
project to be launched at the upcoming 2013 Sundance Film Festival. With a
variety of activities and a major presence, Diageo's Captain Morgan, Ciroc and
Bulleit Bourbon brands will come to life at Sundance Channel's headquarters on
Main Street in Park City, Utah during the festival.


Ciroc will excite Sundance Channel HQ visitors with musical stylings from
their in-house DJ each day of the festival. On Sunday, January 20^th, Tom
Bulleit and Jeymes Samuel, the director of They Die by Dawn, will host an
exclusive event at the Sundance Channel HQ where they will debut a trailer for
the upcoming They Die by Dawn premiere. The video short will highlight the
visionary spirits of both Tom Bulleit and Jeymes Samuel, bringing to life the
spirit of both the Bulleit Bourbon brand and the upcoming film. 

As part of an ongoing effort to bring the history of one of the world's most
renowned privateers to life, the Captain Morgan brand and Sundance Channel
have aligned with award-winning director Michael Haussman to create The
Unsinkable Henry Morgan, a documentary film exploring the myths and legends
surrounding Captain Henry Morgan's conquests in Panama, premiering on Sunday,
January 20, 2013 at 9:35 PM ET.

On the evening of Friday, January 18^th, the film will be screened at the
Filmmaker Lodge in Park City, with an after-party taking place at Sundance
Channel HQ. Fritz Hanselmann, the lead archaeologist featured in the film,
will emcee the event and director Michael Haussman, as well as New York Times
bestselling author of "Empire of the Blue Water," Stephan Talty, will both
participate in a Q&A session. Bringing the Captain Morgan brand to life, the
HQ will display a 10-foot replica of The Satisfaction, Captain Morgan's
flagship, during the event. Additionally, there will be photographs from the
documentary's shipwreck expedition, behind-the-scenes shots from filming, and
a replica of Captain Morgan's iconic red coat on display for HQ visitors to

The innovative 30-minute documentary follows a team of prestigious artists and
experts, including Academy Award-winning costume designer Colleen Atwood and
bestselling author Stephan Talty, as they traverse the Central American
country formulating a cultural impression of Morgan's legacy in Panama today.

"Most people have at least heard of the infamous Captain Morgan, but to this
day, I don't know if people know whether he was real or just a fictitious
pirate. For me, that was the most intriguing reason to take on the project,"
explained Haussman. "Our artists and experts acted as investigators, using
their skills to paint a more accurate picture of Henry Morgan, the man. What
we were not prepared for was the enormous scale of his feats, or the
historical significance his conquering of Panama played in re-shaping the
country and the decline of the Spanish Empire forever."

Part of the journey to create The Unsinkable Henry Morgan included diving into
the search for Captain Henry Morgan's lost fleet – an underwater archeological
expedition in search of the five ships Morgan lost in 1671 off the coast of
Panama on the shallow Lajas Reef, which included his flagship The
Satisfaction. The project began in September 2010, when a team of leading U.S.
archeologists, led by Frederick "Fritz" Hanselmann discovered six iron cannons
belonging to Morgan. Armed with funding from the Captain Morgan brand, the
team discovered and excavated artifacts from a 17^th century wooden shipwreck
near where Morgan's ships were lost.

Drawing inspiration from the cast of colorful characters and historic sites
visited during their travels in Panama, the team of artists and experts
returned to their respective studios to create beautiful modern-day works of
art, including a replica of Morgan's iconic red coat and a 10-foot recreation
of The Satisfaction, that bring the re-imagined adventures of Henry Morgan to

The team of artists and experts, who joined Haussman for the journey to
Panama, includes:

  oThe Historian – Stephan Talty is the New York Times bestselling author of
    Empire of the Blue Water, an account of Captain Morgan's army and the epic
    battle for the Americas. He has studied the privateer extensively and has
    a deep understanding of the everyday lives of Morgan and his crew.
  oThe Costume Designer – Academy Award-winner and one of the most
    accomplished costume designers in all of Hollywood, Colleen Atwood, drew
    inspiration from her Panamanian adventure to design a stunning
    contemporary rendition of Morgan's most famous wardrobe staple – his
    iconic red coat.
  oThe Set Designers – Italian production designer Dante Ferretti, who has
    designed sets for well-known films including Gangs of New York, The
    Aviator and Hugo, and his apprentice, Carlos Aloisio, built an incredible
    10-foot replica of Morgan's flagship, The Satisfaction.
  oThe Artists – The Australian comic book artist, Ben Templesmith, best
    known for his comics Fell, 30 Days of Night and The Nightmare Factory, and
    award-winning comic book creator, Michael Bendis, known for Marvel Comics
    Ultimate Universe and JINX crime comics, partnered to create a
    one-of-a-kind graphic novel based on Henry Morgan's adventures in Panama.

"The Unsinkable Henry Morgan is the latest chapter in the Captain Morgan
brand's ongoing quest to tell the story of one of the most fascinating
privateers of all time," said Tom Herbst, Vice President of Rums, Diageo North
America. "Our hope is that viewers walk away feeling inspired to lead a life
rich in adventure by a man who was and is so much more than just our brand
icon." He continued, "We were thrilled to be able to collaborate with Sundance
Channel on this project. With their unrivaled connections in the documentary
and independent filmmaking world, and their ability to create unique
sponsorship tools, we have effectively been able to bring the Captain Morgan
brand to life."

"At Sundance Channel we're always looking for daring and innovative ways for
our sponsors to connect with our highly curious and connected audience. By
working closely with Diageo, we were able to design an extremely specific and
effective content play for their brand at both the Sundance Film Festival and
on our channel. We are delighted that we were able to play an integral role
in the production of The Unsinkable Henry Morganand we look forward to
sharing it with our audience," stated Sarah Barnett, Sundance Channel General

The Captain Morgan brand reminds adult consumers, whether diving into the
history of Captain Henry Morgan from the comfort of your couch, or setting
sail on a new adventure: Raise your glass – always in moderation!

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, beer and
wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor,
Buchanan's and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas,
Baileys, Captain Morgan, Jose Cuervo, Tanqueray, Guinness, Beaulieu Vineyard
and Sterling Vineyards Wines.

Diageo is a global company, with its products sold in more than 180 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 For our global
resource that promotes responsible drinking through the sharing of best
practice tools, information and initiatives, visit

Celebrating life, every day, everywhere.

About Sundance Channel
Sundance Channel is the destination for What's Next, Now. Showcasing both
today's creative icons and the emerging talent of tomorrow, Sundance Channel
tells credible, authentic, and emotionally immersive stories of Invention,
Fashion,Film, Travel, Design, and Enterprise. Launched in 1996 and owned and
operated by AMC Networks Inc, Sundance Channel provides perspectives dedicated
to founder Robert Redford's mission to celebrate creativity.

About Michael Haussman
Michael Haussman is a director, writer and artist, whose internationally
acclaimed commercials for brands like Levi's, Diesel, and Guinness have won
numerous awards. He has also directed music videos for such artists as Justin
Timberlake, Madonna, Chemical Brothers, Kanye West, Usher, Shakira, Jennifer
Lopez, Eric Clapton, and B.B. King, which have won several MTV and VH1 awards,
including twice MTV 'Music Video Of The Year.' Haussman wrote and directed
the experimental film, RHINOCEROS HUNTING IN BUDAPEST, which premiered at the
Sundance Film Festival.

Sari Brecher                  Elana Mayerfield                  Katie Zach
Diageo                        Sundance Channel                  Taylor
646.223.2019 646.273.7375                      704.644.6914


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