Gemstar TV Guide International said it launched a major advertising campaign this week aimed at promoting its coverage of TV’s new fall season.
The multimillion-dollar campaign, which will run through the November sweeps, positions TV Guide as the brand that helps viewers “get thorugh the week” between episodes of their favorite shows, Gemstar said.
Gemstar took a unique strategy with the campaign, creating unique, show-specific ads, with each ad tied to one of 13 popular fall programs.
The ads are running in America’s Next Top Model, Brothers & Sisters, CSI, Dancing With the Stars, Desperate Housewives, Friday Night Lights, Grey’s Anatomy, Heroes, House, Prison Break, Survivor: China, The Office and Ugly Betty.
In addition to the TV spots, TV Guide is running banner ads online.
“With the continued enhancement of all our products, including the new TV Guide Magazine, the redesigned TVGuide.com Web site and hours of new original programming on TV Guide Network, we felt this was the perfect time to launch a high-profile, integrated campaign,” Alan Cohen, chief marketing officer at Gemstar-TV Guide, said in an announcement about the campaign.