Gospel Music Channel Sounds Marketing Support For 'America's Christmas Channel' Positioning
Affiliate, On-Air, Online Elements In Play Behing Holiday Programming Push
MCN Staff -- Multichannel News, 11/27/2009 12:12:00 AM
Gospel Music Channel will support its extensive slate of Christmas programming and its positioning as "America's Christmas Channel" through a major marketing campaign, a micro-site and number of on- and off-air initiatives and affiliate events.
GMC's affiliate marketing team will run a "Share Your Wish" promotion in key markets across the country, including Comcast in Chicago, Detroit and Houston; Bright House Networks in Orlando; Time Warner in Lincoln; and Charter in Los Angeles and Michigan. The altruistic program aspires to foster goodwill in the local communities by allowing people to submit a "Christmas Wish" from the heart for a worthy recipient. The promotion launches on Nov. 27 and runs until Dec. 18.
This year, GMC is also partnering with Compassion International, a Christian child advocacy ministry that releases kids from spiritual, economic, social and physical poverty and enables them to become responsible, fulfilled adults. The initiative will bring awareness to viewers through artist appeals, informational vignettes and lower-thirds on-screen and a one-hour world premiere concert, dedicated to supporting Compassion and its mission. The GMC Christmas of Compassion is scheduled for Dec. 12 at 10 p.m. (ET). Additional marketing extends to radio, Web site and print placement, along with an eblast to their partners. In lieu of holiday gifts, GMC has sponsored 10 children through Compassion on behalf of its clients.
The network also launched a microsite, http://www.gospelmusicchannel.com/christmas, where participants can log on to read stories and watch video clips of artists who inspire, not only through their music, but in their acts of kindness and generosity through involvement with global charities, including Compassion International. Viewers can submit their own "stories of compassion" for a chance to embark on a five-day Compassion mission trip to a Central American country.
New artists will be featured each week, and will include exclusive interviews, photos, free mp3 downloads and artist video diaries, as well as clips from GMC's Christmas programming. The site will include behind-the-scenes artist footage, exclusive online music videos for the holidays and Christmas music from all the artists.
Other promotional activity in support of GMC's holiday lineup encompasses consumer ads on the national Steve Harvey Radio Show; print ads in Ebony and JET; e-blasts; social media initiatives; and marketing via featured artists' databases and Web sites.
As part of its third year as "America's Christmas Channel," GMC will present an array of holiday fare, beginning Nov. 27.
On tap: concerts by gospel/R&B great Ann Nesby (Nov. 29, 8 pm) and southern gospel group Ernie Haase & Signature Sound (Nov. 28, 9:00 pm), as well as original Christmas concerts featuring MercyMe, Jars of Clay and others. World premiere Christmas concerts ahead include: Chris Tomlin (Dec. 5), Matthew West (Dec. 12) and Mary Mary (Dec. 13).
There will also be original Christmas performances, specials, music videos and more throughout the holiday season.
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I love GMC but, the same old commercials are driving me to chage channels, Sorry GMC.fub while it lasted.
j.fox - 1/27/2011 5:28:22 PM EST
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