Regis Waves Flag For Hallmark’s ‘Heroes’ Outreach Initiative

Philbin Will Host Pair Of Specials For Effort Spotlighting Ordinary Americans

By Mike Reynolds -- Multichannel News, 12/11/2007 11:19:00 AM

Hallmark Channel has enlisted Regis Philbin’s help with a new outreach program recognizing ordinary Americans making extraordinary contributions to their communities and the lives of others.

“Hallmark Heroes with Regis Philbin” will encompass vehicles across the Hallmark portfolio, including on-air, online and at retail, with the initiative culminating with a pair of specials hosted by Philbin, developed by the channel in conjunction with Omnicom Media Group’s Full Circle Entertainment.

This month, Hallmark Channel on its air and online, will begin encouraging viewers/users to nominate their favorite local hero and submit an essay and post a photo/video of the candidate. As examples, the network cited a teacher who tutored underprivileged students for free, or a teenager who saved their babysitting money and sent it to a hurricane Katrina family.

In conjunction with Omnicon’s Full Circle Entertainment, which will also produce interstitial materials, the family-friendly network will air the first special with Philbin in June, spotlighting mothers, fathers and veterans that have served their country. The second special will be holiday themed and air in fourth quarter 2008. 

Leading up to the on-air event, the network will showcase each honoree via 30-second on-air vignettes.

During each “Hallmark Heroes with Regis Philbin” special, four honorees will be awarded a relevant prize that underscores their contribution – an education scholarship for the local teacher that tutored for free and is now eager to further his own education, or a new car for a woman that rescued stray animals in her broken down minivan. 

To complement the network’s on-air and online promotion of the social outreach effort, Hallmark Gold Crown stores will feature tune-in information prior to the premiere of each on-air special and www.hallmark.com will include a link to the channel’s Web site.

“The Hallmark brand is the guiding light for strong family values among which is the importance that we as Americans attach to helping the less fortunate among us,” said Hallmark president and CEO Henry Schleiff in a statement. “Not only does this initiative strongly reflect ‘the very best’ of the Hallmark brand but with Regis Philbin, we have the perfect host for these two specials because his legendary humor is exceeded only by his compassion for those whose selfless contributions make them unsung heroes.”

Noted Philbin in a statement: “There are so many unsung American heroes who do so much to help others who are less fortunate, and I am not only proud to help them in this way but hope that their stories and these specials on Hallmark Channel will help to inspire others to make their own contributions.”