Showtime to Reunite with Toys ‘R’ Us


Showtime Networks Inc. and Toys ‘R’ Us Inc. were so pleased with the results
from their first marketing partnership last fall that they’ll team up again for
a fourth-quarter subscriber-acquisition campaign.

The family-appeal campaign -- featuring the toy retailer’s advertising
mascot, Geoffrey the Giraffe -- will offer $50 Toys ‘R’ Us gift cards to all new
Showtime subscribers. The subscription drive will run Sept. 1-Dec. 31.

Even as this campaign is readied, Showtime senior vice president of marketing
Geof Rochester is scouting for other retail partners to take part in the
gift-card concept.

For affiliates, the fourth-quarter-2002 campaign resulted in "a 22% lift over
total business-as-usual activity," said Rochester, who expects this initiative
to at least match those results.

Rochester also said Showtime will run a national incentive sweepstakes for
customer-service representatives. It will include call-center promotional
displays and details on the prizes for "hundreds" of CSRs -- $5,000 worth of
Toys ‘R’ Us gift cards and a Vespa USA scooter.