Capitalizing on corporate synergies, Hallmark Channel will team up with
Hallmark Gold Crown stores on their first-ever cross-promotional effort in
support of the network's upcoming original miniseries, Stranded.
The cross-promotional campaign -- timed with the premiere of the miniseries
June 15 and 16 in mind -- is slated to coincide with Hallmark Gold Crown stores'
Father's Day sales period.
Hallmark Entertainment is producing the miniseries for Hallmark Channel.
'The Stranded Sweepstakes' promotion will be featured prominently in
4,500 Hallmark Gold Crown outlets nationally, where shoppers seeking Father's
Day cards, gifts and special picture-frame give-aways will also find information
about the original miniseries.
Additionally, a national sweepstakes -- highlighted by a grand-prize trip to
Australia -- will be launched simultaneously involving the stores and local
Nationally, Hallmark Channel will support the campaign via television, radio,
print and outdoor media beginning in mid-May.
Under the affiliate promotion -- the largest in the network's history --
cable operators can customize on-air spots and print advertising to drive
viewers to participate in the promotion and tune in
Airing exclusively on Hallmark Channel from 9 p.m. to 11 p.m. on the
aforementioned nights, the miniseries is inspired by Johann David Wyss' Swiss
The program, executive-produced by Robert Halmi Jr., updates the classic saga
of a family traveling by sea from their native Switzerland to Australia. The
travelers get caught in a tempest and are shipwrecked on a tropical island near
New Guinea, where they encounter pirates, exotic animals and natural
'Our relationship with the Hallmark Gold Crown stores gives us a distinct
advantage with the most extensive retail outreach of any broadcaster or cable
programmer,' Hallmark Channel president and CEO Lana Corbi said in a prepared
'This is true corporate synergy at its best -- an opportunity to extend our
message across another powerful platform,' she added.
Crown Media Holdings Inc. owns and operates Hallmark Channel, and Hallmark
Cards is a strategic partner in Crown Media.