Hallmark Markets ‘Martha’8/23/2010 12:01 AM Eastern
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.