GMC plans a multiplatform marketing program to support The Heart of Christmas, a world-premiere movie that will air Dec. 4.
The film is based on the true story of Dax Locke, a child with cancer whose neighbors are determined to help him celebrate an early Christmas, and whose story inspired Matthew West, Grammy nominee and Dove Award winner, to write the song and album "The Heart of Christmas."
GMC will team up with West's record label, EMI, on several promotional efforts. West's "The Heart of Christmas," scheduled for release on October 4, will include a sticker promoting the GMC World Premiere Movie. Tune-in details will be included in most radio promotion and public relations efforts by the label in support of the album. Scenes from the movie and tune-in spots will be shown at West's two dozen concert tour dates in November and December, including his dates on the megatour, Winterjam.
GMC also is scheduling several in-market screenings that will include appearances by West - who appears in The Heart of Christmas as a neighbor of Dax's -- and other talent from the movie. GMC also will work with the cast members to leverage their social media and websites, including West's 173,000 Facebook fans and 30,000 Twitter followers. More than one million tune-in e-blasts will be sent to highly targeted lists. West's "The Heart of Christmas" music video will air on GMC in October, and will be available via VOD, starting November 21.
GMC will unveil details of an affiliate promotion in the near future.
"This is one of the most robust promotional efforts we have ever activated in support of a GMC World Premiere Movie," said Wendy McCoy, GMC's vice president, marketing. "The Heart of Christmas is a powerful story that illustrates the incredible heights people can achieve when they come together to uplift someone. The story will resonate with our viewers, and we are leaving no stone unturned in our efforts to generate high levels of awareness prior to the movie's premiere on December 4."