CHARACTERS WELCOME AT USA!
USA Network Launches First Comprehensive Cross-Platform Branding Initiative
NEW YORK -- June 20, 2005 -- For the first time in its twenty-five year history, USA Network is launching a comprehensive branding initiative extending across all media, including on-air, off-air and online platforms, it was announced today by Bonnie Hammer, president, USA Network and SCI FI Channel. The campaign, which will launch on-air July 8, features a new logo and the tagline "Characters Welcome," a statement that will reflect and inform every aspect of USA, from marketing and promotion to program development.
"When we started developing a brand strategy we knew we wanted it to be enhancing rather than limiting," said Hammer. "We didn't want to tack on a meaningless tagline or claim an arbitrary niche or demo. I believe we've succeeded in developing a campaign that's organic to USA, something that captures and communicates what the network is about, what lives and breathes on its air."
"In talking to our viewers and realizing what they loved best about USA, we realized that there was real connective tissue around the concept of strong, relatable characters," added Chris McCumber, senior vice president, marketing and brand strategy. "'Characters Welcome' delivers a clear message that establishes an immediate emotional connection with our audience."
USA Network is home to some of television's strongest original programming, including the award-winning and top-rated MONK, THE DEAD ZONE, THE 4400 and NASHVILLE STAR; prestigious sports franchises PGA Tour Golf, the Masters and US Open; and one-of-a-kind events like the WESTMINSTER KENNEL CLUB DOG SHOW and the annual AFI Life Achievement Award. The network is also cable home to the US Olympic team. October 2005 will mark the return to USA of the WWE, which continues to be the most watched regularly scheduled year-round program on ad-supported cable television.
"The beauty of our new brand is that it truly embraces everything we do," said Hammer. "Whether it's an obsessive compulsive detective like Monk, the tormented returnees of the 4400 or a real-life action hero from the WWE, it's the compelling, sometimes complicated, often funny characters that make USA Network what it is."
The new USA branding initiative is characterized by a clean, stylized look and iconic logo. "For the first time, no matter where or how you see it, there will be no mistaking USA for another network. On or off-air, there will be a consistent visual style that will be integrated into everything we do," said Hammer.
USA's website will offer an innovative extension of its brand message, called "Show Us Your Character." "We will literally lay out a welcome mat for our audience," said McCumber. "By uploading photos, video, music - whatever expresses their unique personalities - our viewers will connect with characters in a way no other TV network is doing online." The website redesign goes live on July 8, concurrent with the brand's on-air launch.
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USA Network is cable television's leading provider of original series and feature movies, sports events, off-net television shows, and blockbuster theatrical films. USA Network is seen in over 89 million U.S. homes. The USA Network Web site is located at www.usanetwork.com.
USA Network is a program service of NBC Universal Cable a division of NBC Universal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience.