Hallmark Goes 'Crazy' for Valentine's Day

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Hallmark Channel, like Hallmark Cards, is enamored of the holiday tie-in
strategy.

So it shouldn't come as a surprise that the cable network has slated a "Crazy
for Love Week" programming stunt and sweepstakes.

The weeklong programming component will consist of movies about love and
passion, to air nightly at 9 p.m. as of Feb. 9. On that night, Hallmark original
Straight from the Heart will air.

Viewers of that drama will see instructions on how to enter the Crazy for
Love sweepstakes via the channel's Web site (www.hallmarkchannel.com).

A random drawing Feb. 10 will select the winner of the grand prize, a
Valentine's romantic weekend at Jackson Hole, Wyo., Feb. 14 through 16. A total
of 50 first-place winners will have bouquets of flowers sent to loved ones for
Valentine's Day.

In addition, syndicated radio show host Delilah will host a movie marathon on
Valentine's Day itself (Feb. 14), with films due to air from 9 p.m. to 5
a.m.

Crazy for Love will be supported by on-air and online promotion (the latter
involving a dedicated microsite), plus off-channel national, spot and local
television, radio and Web advertising, according to Hallmark Channel executive
vice president of marketing and brand strategy Chris Moseley.

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