TNT Tips Off All-Star Campaign


Turner Network Television’s marketing campaign for its exclusive coverage of the 2005 National Basketball Association All-Star Game is coming off the bench.

The game will be played at the Pepsi Center in Denver Sunday, Feb. 20 at 8 p.m. (EST). TNT will also air the NBA Rookie Challenge Friday, Feb. 18 at 9 p.m. and All-Star Saturday Night Saturday, Feb. 19 at 8 p.m.

As far as on-air promotion, TNT produced 15- and 30-second spots with specific tune-in messages for NBA All-Star Weekend and the All-Star Game, with the first one airing nationally on ABC on Christmas Day during that network’s coverage of the Miami Heat-Los Angeles Lakers game.

The spots will also be placed into rotation across the Turner Broadcasting System Inc. family of networks, including TBS, Cable News Network, Cartoon Network and the Airport Channel.

The network also made several spot-cable buys in key markets including Atlanta; Chicago; Cleveland; Dallas; Denver; Detroit; Houston; Indianapolis; Los Angeles; Memphis, Tenn.; Miami; New York; Orlando, Fla.; Philadelphia; Raleigh, N.C.; Sacramento, Calif.; San Francisco; and Washington, D.C., with a focus on sports and entertainment programming reaching adults 18-49.

And TNT placed multiple NBA All-Star Game billboard advertisements inAtlanta, Los Angeles, New York and Denver featuring NBA All-Stars Shaquille O’Neal, Kobe Bryant, Kevin Garnett, Ben Wallace, Allen Iverson, Tim Duncan, Tracy McGrady and Yao Ming.

The network said national print advertising will break during the first week of February including a back-page advertisement in Playboy, as well as ads in Stuff,USA Today, Inside Stuff and Hoop Magazine.

Radio also joined the roster, as TNT will promote its All-Star coverage for the first time on national network radio, as well as spot radio in 18 key markets.

TNT also produced a 2:45 feature including O’Neal, Garnett, Bryant, LeBron James, Carmelo Anthony and Dwayne Wade to air in more than 300 Regal Cinemas theaters in 26 majors markets nationwide.

And the network will distribute more than 3 million “TNT NBA All-Star Viewer’s Guides” in Regal Cinemas and at Foot Locker/Champs stores.

“Our goal this year is to reach the NBA fan and sports fans numerous times through several different mediums creating awareness of TNT’s All-Star programming lineup with an emphasis on the NBA All-Star Game in primetime,” TNT and TBS senior vice president of sports marketing and programming Jeff Gregor said in a prepared statement.

“The NBA All-Star Game delivers the most popular stars on the biggest stage, and we’re excited to launch this multimillion-dollar campaign driving fans to this highly entertaining event on TNT,” he added.