HGTV Erects 'Dream Home' In Grand Central
Network’s Annual Giveaway Brings Slice Of Sonoma To Manhattan
By Mike Reynolds -- Multichannel News, 1/15/2009 6:20:00 AM MT
HGTV brought a little taste of Sonoma County to Grand Central Station this week
Supporting its "2009 HGTV Dream Home" giveaway, the Scripps network made Grand Central’s Vanderbilt Hall into a slice of the California wine country on Jan. 14-15. HGTV filled the space with a hot air balloons, wine barrels, grapevines and blue skies evocative of Sonoma.
A trio of room vignettes, capturing the essence of the Dream Home's great room, children’s bedroom and study, were also on display. A Doggie Dream House, sponsored by Disney Space Buddies DVD, also featured a faux Fido and water bowl.
The 2009 HGTV Dream Home design team -- John Gidding, Kim Myles, Monica Pedersen, Jack Thomasson and Linda Woodrum -- were on hand to greet visitors, who could enter the sweepstakes via computer kiosks.
Viewers will be able to tune in to find out who wins the home during HGTV Dream Home Giveaway 2009 special on March 15, at 8 p.m. (ET).
Until then, online users can see a photo gallery and a 360-degree virtual tour of the 2009 HGTV Dream Home at HGTV.com/dreamhome and register once daily for their chance to win the grand prize package through Feb. 19 at 5 p.m. (ET).
Lori Asbury, senior vice president of marketing, creative and brand strategy, said this event was “a great opportunity to present the HGTV brand in front of New Yorkers.”
She said from a ratings perspective, HGTV underperforms in the New York DMA and the event was aimed at helping to create awareness for the network in general and the 2009 Dream Home event in particular.
The exhibit, supported by posters and other media throughout the busy commuter terminal, attracted some 5,000 visitors during its first day, according to network officials.
HGTV also hosted a party for 120 clients last night. “It gave them a chance to get a sense for the Dream Home and meet our talent,” said Asbury.
She believes that the promo’s tag line, “Dream Big,” should have particular resonance during these troubled economic times.
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