New York -- Turner Broadcasting System Inc. last week
finalized an integrated marketing campaign with the National Basketball Association,
called "NBA Tipoff '99."
Earlier this fall, TBSI entered into another marketing
partnership with American Suzuki Motor Corp. and the Downtown Athletic Club, home of
college football's Heisman Trophy.
NBA Tipoff '99, which is tied to the Nov. 2 start of
the pro basketball season, will run from Oct. 10 through Nov. 5. It is supported by a
sweepstakes, promotional spots, print and radio advertising plus retail displays at 2,100
Kmart stores, according to Ken Derrett, the NBA's vice president of marketing
partnerships and Turner Sports' Mark Lazarus, executive vice president of sales and
global client solutions.
Each NBA team will also run tie-in promo spots on arena
The grand prize in the sweepstakes, which consumers can
enter via the NBA.com Web site or by calling a toll-free telephone number, will be two
tickets to a regular season game covered by Turner Network Television or TBS Superstation.
The first game on TNT airs Nov. 2. The first TBS game is
The Kmart displays involve such NBA merchandise licensees
as Huffy Sports, Topps Co., Sony PlayStation and Coca-Cola Co.'s Sprite. In addition,
the retail chain will distribute pocket TNT and TBS NBA schedules and plug NBA Tipoff
'99 in its Oct. 10 advertising circular.
Meanwhile, TBSI's $35 million partnership with Suzuki
and the home of the Heisman Trophy will encompass multi-page sections in Time Inc.
magazines. There will also Heisman Heroes video vignettes on past winners on Cable
News Network, CNN/SI, Turner Network Television and other Turner networks, as well as on
the CNN/SI Web site, Jumbotron screens at 10 major U.S. college stadiums and in movie
theaters in several major markets.
Although Turner's TNT and TBS share cable coverage of
the NBA, ESPN covers the actual Heisman Trophy award ceremony in December.