51M Mark Mom's Day with Hallmark

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Keyed by offering a walk-on role in one of the network’s original films, Hallmark Channel’s Mother’s Day promotion has notched commitments from cable systems reaching over 51 million subscribers, according to Janice Arouh, senior vice president of network distribution and service.

That total represents a 40% jump from last year’s Mother’s Day promotion, the network said.

As part of the “Hallmark Channel Mother’s Day Sweepstakes,” the network is partnering with participating affiliates to offer one lucky individual a chance to take a guest of their choice a trip for two to Los Angeles and a chance to appear together in a Hallmark original telefilm.

To support the sweepstakes, the network has developed a microsite at hallmarkchannel.com, where contestants can enter. The crossplatform promotion is also designed to drive traffic to 4,200 Hallmark Gold Crown Stores, where it will be featured at point-of-sale displays.

“It’s encouraging to see our holiday promotions continually receive this positive response. We already have pre-sold participation in our Holiday 2005 cross-platform promotion to 75% of our participating affiliates,” said Arouh in a statement. “This continued sharp growth in participation proves the overall value our holiday promotions provide affiliates.”