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NORTHWESTERN MUTUAL LIFE INSURANCE SEES GOLD IN ICE SKATING
Published July 2, 1996
Northwestern Mutual Life signed on with skating's inaugural World Team Championship because, "it seemed like golden opportunity, at a reasonable entry price, for us to get involved in a signature event," according to Santo Saliture, the company's Associate Dir of Advertising and Corporate Information. Saliture told INSIDE MEDIA that figure skating "attracts" the kind of audience that makes up Northwestern's target market -- affluent 25-54 year-olds -- and that it is attractive to "professional, upscale women." Saliture declined to say how much Northwestern paid for the sponsorship. This year's World Team Championship III will take place on September 13 in Milwaukee, Northwestern's home base. CBS will tape the event for prime-time broadcast on September 18. Saliture says Northwestern will get six minutes of CBS ad time, in addition to several on-screen billboards. Created by former Olympic medalist Dick Button, the Northwestern World Team Championship is produced by Button's New York-based Candid Productions, in association with IMG (Brockinton & Reynolds, INSIDE MEDIA, 6/26 issue).