Hallmark's Parental Promos a Hit4/30/2003 8:11 AM Eastern
Hallmark Channel announced Wednesday that its next two affiliate promotions
-- tied to Mother's Day and Father's Day -- are its most successful to date in
terms of affiliate participation.
Those promotions will involve affiliates reaching 24 million of its total 52
million subscribers, according to executive vice president of worldwide
marketing and brand strategy Chris Moseley.
The "Thanks a Million, Mom" and "Hangin' with Dad" sweepstakes will be tied
to the network's next two original primetime movies -- Audrey's Rain and
The King and Queen of Moonlight Bay -- due to air Mother's Day, Sunday
May 11, and Father's Day, Sunday, June 15, respectively, as Moseley first
indicated in Multichannel News April 14.
The Mom sweeps grand prize will be $1 million, while the first prize will be
1 million minutes of MCI domestic long-distance calls and the second prize will
be 1 million Hershey Foods Corp. Hershey's Chocolate Hugs and Kisses, Moseley
The Dad sweepstakes grand prize will be an 18-foot Brunswick Corp. Sea Ray
powerboat, while the first prize will be a trip for four to Hawaii and the
second prize a "dream workshop" from Ace Hardware Corp., which will also supply
$25 gift cards for 100 third-prize winners, she said.
For both affiliate sweepstakes, entrants will be eligible for "Storyteller"
DVD collections from Hallmark.
Both promotions will be heavily promoted by the network and sister Hallmark
Cards' Gold Crown retail stores.
Ace will give the Dad promotion additional lift via its own "June Project
Sale" and "Tools for Dad" newspaper circulars and via bag stuffers and posters
within its 4,900 stores.