Hallmark Plans Multi-tiered Marketing For `Martha Stewart' Launch
Multi-Million Dollar Campaign To Promote Stewart-Produced Daytime Block
by R. Thomas Umstead -- Multichannel News, 8/18/2010 5:40:15 PM
Hallmark Channel will roll out a multi-million dollar, multi-platform campaign leading up to the Sept. 13 debut of The Martha Stewart Show on the network.
The campaign is themed "Make The Move With Martha" to encourage fans of the syndicated show to move to Hallmark when the show bows next month as part of a daytime block of programming from Martha Stewart Living Omnimedia, according to Susanne McAvoy, senior vice president of marketing for Hallmark Channel.
Martha Stewart is on the move
Farmer's Insurance and Macy's will sponsor the multi-layered national "Make the Move with Martha" promotion, which includes a national paid media campaign encompassing spots on broadcast and cable, syndication, satellite, digital, national print and network radio outlets; an outdoor campaign that will feature visible billboards and digital kiosks in 105 malls across 19 markets; and a national consumer sweepstakes in which consumers can enter to win a trip to New York to see The Martha Stewart Show.
Cable distributors in key markets will team with Hallmark to organize co-branded local stunts and brand ambassador activities surrounding the move of The Martha Stewart Show from broadcast TV to cable. Distributors will commit to running a set number of targeted spots in the week prior to launch and the first week of air.
On the social media front, Hallmark Channel will work with Facebook to run a "unmarked box" promotion that correlates with the show's move to Hallmark. Users visiting Hallmark Channel on Facebook or Hallmark website (www.hallmarkchannel.com) daily can "open" the box to reveal whether they have won a cash prize or Martha Stewart products, as well as puzzle piece graphic that is posted on the user's profile. The complete puzzle becomes a grand prize entry to win a trip to a taping of The Martha Stewart Show.
Martha Stewart Living Omnimedia will leverage its relationships with key retail partners to create awareness and drive tune in for the lifestyle brand's programming on Hallmark Channel, including in-store signage in the Martha Stewart Collection departments at Macy's stores across the country; the Hallmark Channel locator embedded on Home Depot's heavily trafficked website, and promotional signage encasing Martha Stewart's new line of pet bedding at PetSmart.
MSLO will also tap into its social media assets, including multiple Facebook pages and Martha's nearly two million followers on Twitter. Print ads will also appear in all of the MSLO publications in addition to a robust presence on MarthaStewart.com.
"This relationship (with Martha Stewart Living Omnimedia) is a game-changer for the network so it was important for us to come out of the box with an aggressive and strategic effort that spoke directly to Martha Stewart's core and always engaged fan base as well as Hallmark Channel's loyal audience," said McAvoy. "Our goal is to have our message be wherever the consumer lives and we believe this campaign does just that... it signifies the magnitude of our commitment to this launch, is integral to our efforts to generate buzz and raise awareness about Hallmark Channel's plans for this daypart and, most importantly, heralds Martha Stewart's highly anticipated move to cable."
Other original programming set to launch as part of the 10 a.m. to 6 p.m. block include Mad Hungry with Lucinda Scala Quinn and Whatever with Alexis and Jennifer.
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