To promote its 'Summer of Love' romance-themed programming, ABC Family
announced Thursday that it plans a number of nontraditional marketing tactics,
most of them supporting Aug. 18 original movie Just a Walk in the
A romantic comedy, the movie stars George Eads (CBS' CSI: Crime Scene
Investigation) as a New York dog walker trying to romance a young woman
(Jane Krakowski from Fox's Ally McBeal).
The network will host outdoor parties for singles and their dogs Aug. 17 in
20 markets, including Los Angeles, Boston, Chicago, Atlanta and Philadelphia.
The events will be promoted via commercials on one radio station per market.
There will also be a local-ad-sales component, with participating affiliates
able to sell an on-site presence to a local retailer.
In addition, ABC Family is working with K9 Advertising to use dogs wearing
'jacket billboards' in the five markets mentioned earlier, where it also will
distribute postcards via pet stores and the like, as well as using AdVans,
wrapped trucks with video walls.
As another aspect of its summer-long promotion, ABC
Family is running an online 'Tell Us How You Fell in
Thousands of submissions have come in since its June 27 launch, the network
said, adding that some entrants have been taped for interstitials airing during
its Saturday Night Love Stories movies.
Still other shows due under the Summer of Love banner are The Last
Resort, a relationship-reality miniseries due Aug. 11 through 15; and
Love, Hate & Joy, a five-night comedic look at 'the many faces of love, from dating to