Hallmark Hits Holiday Markets
By Christian Lewis -- Multichannel News, 10/30/2006 11:06:00 AM
In tune with the holidays, Hallmark Channel is launching two new marketing campaigns -- one for the network’s premiere of March of the Penguins and another for this year’s original holiday movies.
The Penguins push lasts from Nov. 1-25, including on-air media; an off-air national advertising campaign; online presence on Hallmark Channel’s site (www.hallmarkchannel.com) and Hallmark Cards’ site (www.hallmark.com); local affiliate outreach via cross-channel spots; and in-store at more than 4,000 participating Hallmark Gold Crown stores via point-of-purchase displays and a special holiday viewing guide.
In addition, the Hallmark Channel site will link up with distribution partner sites, featuring behind-the-scenes audio and video footage from the movie; details on cast and crew; interactive game March with the Penguins; and downloads.
The second national marketing campaign -- Nov. 1-Dec. 25 -- is for the network’s four original holiday movies: The Christmas Card, starring Ed Asner (Saturday, Dec. 2); What I Did for Love, starring Jeremy London and Sally Struthers (Saturday, Dec. 9); Love’s Abiding Joy, starring Logan Bartholomew and Dorie Barton (Saturday, Dec.16); and Meet the Santas, starring Steve Guttenberg and Crystal Bernard (encore presentation Saturday, Dec. 23). The movies each air at 9 p.m. (EST).
This campaign also includes on-air media; an off-air national advertising campaign for The Christmas Card; online presence; Hallmark Channel’s fifth annual national Hollywood Holiday Sweepstakes; and in-store at more than 4,000 participating Hallmark Gold Crown stores via point-of-purchase displays and take-one flyers featuring tune-in information and a customized message from the network’s local distribution partner.
Hallmark Channel, owned and operated by Crown Media Holdings, is a 24-hour basic-cable network providing programming to 75 million subscribers nationally, and it is distributed through more than 5,300 cable systems and communities, as well as direct-broadcast satellite services across the country.
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