[08/14/06 - 12:00 AM]
Hallmark Channel Launches Its Most Significant Local Ad Sales Promotion to Date to Support the Network's U.S. Television Premiere of "March of the Penguins," Saturday, November 25

[via press release from The Hallmark Channel]


Promotion Targets Top 25 Markets and Awards a Consumer Trip for Four in Each Participating Market

Prizes Also Awarded to Local Advertisers and Account Executives

Hallmark Channel has designed its largest and first-ever time-locked local ad sales promotion in support of the network�s exclusive U.S. television premiere of the Academy Award�-winning feature film , �March of the Penguins,� narrated by Academy Award� winner Morgan Freeman (�Million Dollar Baby�). The movie will debut on the channel on Saturday, November 25 (9 p.m., ET/PT), launching the network�s annual Holiday season. Hallmark Channel is known for its holiday fare, including premiere original movies, feature films and large-scale affiliate and consumer promotions, which combined have historically lead the network to year-end ratings highs.

�We wanted to kick off our first significant LAS promotion with the groundbreaking Warner Bros. acquisition featuring 39 films,� said Janice Arouh, Senior Vice President, Network Distribution & Service, Hallmark Channel and Hallmark Movie Channel. �March of the Penguins� is just one of many contemporary titles from this collection that compliment Hallmark Channel�s powerful programming line up of original movies and enduring series. Our affiliates will have an exclusive opportunity to attach their brand to the U.S. television premiere of an Academy Award�-winning film.�

Hallmark Channel continues to be a leader in ad effectiveness for the fifth straight year. This promotion reinforces the network�s strong advertising environment where 40% of viewers feel more positive about a company, product and/or service because it advertises on Hallmark Channel. (Source: Opinion Research Awareness Tracking study, Dec �05)

�This promotion is the result of meaningful discussions with our ad sales affiliates who have asked for a three-pronged approach to campaigns: prizing for consumers, advertisers and account executives,� continued Arouh. �We�re thrilled to be able to make this commitment to help drive our affiliates� ad sales success.�

The promotion runs from November 12 through 25 and is available to LAS affiliates in the top 25 markets. Those participating will agree to run cross channel, taggable, tune-in spots (:15/:15) to herald the �March of the Penguins� premiere on Hallmark Channel and deliver the local advertiser�s message. The network will award a grand prize in each of the 25 markets for affiliates� customers: an all-expense paid trip for four to San Diego, including round-trip airfare, hotel accommodations, $500 spending cash, rental car, passes to area parks (SeaWorld�, San Diego Zoo� and Wild Animal Park�) and an exclusive penguins experience at SeaWorld�.

In addition to rewarding consumers, Hallmark Channel will award a $100 Premiere Choice Award� gift card to all local account executives that successfully sell-in the promotion to an exclusive local retail advertiser. The network will also give away two grand prize trips to local advertisers that agree to run the promotion within the eligible 25 markets, through a random drawing.

To help local affiliates sell the promotion to their advertising clients, Hallmark Channel will provide them with a Marketing Toolkit of added-value elements. In addition to the cross-channel spot, the Marketing Toolkit will contain branded point-ofsale entry materials and web tools to create awareness and drive tune in.

Hallmark Channel will further support its �March of the Penguins� premiere via a consumer marketing campaign featuring on-air spots, online messaging and in-store displays at over 4,000 Hallmark Gold Crown� stores.

�March of the Penguins� tells the tale of the unique survival habits of Antarctica�s Emperor Penguins, and is the crown jewel in an extensive package of boxoffice hits Hallmark Channel has acquired from Warner Bros. Domestic Cable Distribution. The package also includes �Troy,� �Miss Congeniality,� �The In-Laws,� �Hearts In Atlantis,� �Kangaroo Jack,� �Phantom of the Opera,� �New York Minute,� �Felicity: An American Girl Adventure� and �Samantha: An American Girl Holiday,� among others.

Hallmark Channel is a 24-hour basic cable channel that provides a diverse slate of high-quality entertainment programming to a national audience of 74 million subscribers. The top tier program service is distributed through more than 5,300 cable systems and communities as well as direct-to-home satellite services across the country. It consistently ranks in the Top 10 in Total Day and Prime Time household ratings. Crown Media also operates a second 24-hour linear channel, Hallmark Movie Channel. Through its subsidiary, Crown Media Distribution, LLC, Crown also distributes titles from its award-winning collection of movies, miniseries and films for exhibition in a variety of television media including broadcast, cable, Video-on-Demand and High Definition Television.

  [august 2006]  


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