The NBC Agency and Clear Channel Radio today announced a unique national radio campaign for NBC's upcoming adventure/mystery reality series "Treasure Hunters," which premieres this Sunday, June 18 (8-10 p.m. ET). Beginning today, a serial set of spots that grow in length will run each hour o­n Clear Channel Radio stations in the top 15 demographic market areas. The campaign will be supported by longer-length spots o­n radio stations broadcasting from the top 16-50 markets.
Enticing listeners with riddles, clues and sound bites, the spots will build anticipation for each successive advertisement that Clear Channel Radio listeners will hear:
:05 spots between songs tease an upcoming sequence of clues and questions

:15 spots run in the very next ad break with the first clue. Listeners must stay tuned to the next ad break to hear...

the :30 spot which will reveal the answer to the first clue and adds a second clue. This spot will also feature enhanced sound bites from the show.

:60 spots run in the third ad break of the hour and will add a final third clue that can o­nly be answered by watching Sunday night's series premiere. The spots also direct listeners to the show's interactive o­nline game which can be found at www.nbc.com/treasurehunters.

"In order to help promote the interactive nature of the program, we put together a breakthrough creative solution," said Tim Farish, Vice President of Media Planning, The NBC Agency. "This resulting campaign is innovative and fun, and takes advantage of the new ways radio can be utilized to make our message stand out to listeners."

"We are very proud of the creative execution that resulted from strategic thinking and a successful collaboration with NBC," said Charlie Rahilly, Executive Vice President of Operations for Clear Channel Radio. "We expect these spots, which grow in length and anticipation through the use of riddles, clues and sound bites, to really make an impression o­n our millions of listeners."

From the producers of "The Da Vinci Code" and "Project Runway," "Treasure Hunters" is a fast-paced adventure/mystery reality series where multi-player teams try to stay o­ne step ahead of each other as they are mentally and physically challenged in their quest for a promised hidden treasure. The teams must avoid elimination as they travel to historically significant locations around the globe where they decipher cryptic codes and puzzles, each with a clue leading them closer to solving the ultimate puzzle, and obtaining the coveted treasure worth millions.