Hallmark Markets ‘Martha’

Network Launches Multi-Platform Campaign

By R.Thomas Umstead -- Multichannel News, 8/23/2010 12:01:00 AM

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. It will be part of a daytime block of programming from Martha Stewart Living Omnimedia, according to Susanne McAvoy, senior vice president of marketing for Hallmark Channel.

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 a taping of 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.

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.

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.