Showtime to Reunite with Toys ‘R’ Us

Publish date:

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.