CMT Launches Miss America Ad Initiative


Local-ad-sales, broadband and video-on-demand components will strut their stuff during CMT’s affiliate promotional initiative revolving around its coverage of the 2007 Miss America Pageant.

The network said its local-ad-sales promotion features three customizable sponsorship spots, including state-specific and Miss America tune-in spots, as well as beauty-tip vignettes. The state specific spots were created to introduce the contestants to local viewers, and four beauty tip vignettes were created with Miss America 2006, Jennifer Berry, in an effort to help affiliates sell sponsorships to health, fitness, sports and beauty retailers.

CMT added that it will award affiliates from the top 30 markets that agree to run cross-channel spots between Jan. 10-29 three-day, two-night VIP trips to the event in Las Vegas, complete with transportation, hotel accommodations, excusive events and more.

“The Miss America Pageant provides us with a fantastic opportunity to create customized campaigns and integrate all of our multiplatform efforts at the affiliate level,” CMT director of affiliate marketing Allyson Cantor said in a prepared statement. “We tapped into the local nature of the Miss America franchise, developing some unique opportunities that we think will help affiliates to drive sales and break new categories.”