[02/26/07 - 09:53 AM]
Hallmark Channel Unveils "Make Yourself at Home " -- New On-Air Look and Campaign -- March 1
The new on-air look and campaign will reinforce the network's reputation as "a destination for quality, family-friendly programming where viewers can get comfortable and tune-in for great stories."

[via press release from The Hallmark Channel]


On March 1, Hallmark Channel will introduce a new on-air look and campaign with the new tagline, �Make Yourself at Home,� reinforcing the network�s reputation as a destination for quality, family-friendly programming where viewers can get comfortable and tune-in for great stories.

The new on-air campaign will be seen in every daypart and will include new music, new graphics, new colors, and, of note, creative and engaging uses of the letter �H� that capture �happy,� �humorous� and touching moments of family life, at �home� � both in celebration and in everyday activities.

The 10-, 20- and 30-second spots and interstitials feature gatherings of friends and families in an array of activities from a child walking in the rain, to friends gathering, to a Black Labrador playing hide �n seek in a pile of leaves: in a word, Hallmark Channel moments.

�Our goal was to create a campaign that was inspirational, invitational and interpretive,� said Marvin Dorson, Senior Vice President, Creative Services, Hallmark Channel. �We set out to refresh the channel�s look and to establish an environment that our audience could relate to, enjoy and feel good about. We hope that viewers will see these and smile. Also, knowing that our audiences stay tuned longer than most, we think these spots will encourage them to relax and stay even longer.�

�Marvin and his team have done a fabulous job of reflecting not only the new and invigorated spirit of the Hallmark Channel but also one that better connects us to our core values and themes such as the warmth of the home and the holidays. I have long believed a network derives its brand and personality, in part, from its interstitial programming and the other original aspects that the viewer sees between shows. This campaign perfectly reflects the best� the very best of the Hallmark brand,� said Henry Schleiff, President and CEO, Hallmark Channel.

This marks the first time since its launch in 2001 that the channel has done an extensive revamping of its on-air image and its consumer website, www.hallmarkchannel.com. Elements including design, editing, production, graphics and even new music were created and produced by the network�s in-house Creative Services Department in coordination with Spark Inc.

Hallmark Channel, owned and operated by Crown Media Holdings, Inc., is a 24-hour basic cable network that provides a diverse slate of high-quality entertainment programming to a national audience of over 75 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. Hallmark Channel consistently ranks among the top 10 ad-supported cable networks in Prime Time and Total Day household ratings and is the nation�s leading network in providing quality family programming. Crown Media also operates a second 24-hour linear channel, Hallmark Movie Channel.

  [february 2007]  

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