|
GSN Changes Its Network Brand Packaging Beginning Sunday, April 22
Innovative Brand Campaign Includes New Live Action IDs, Bold New Color
Palette, Signature Music and New Taglines That Capture the Emotional
Attributes of the Network Brand
Network Employs New Network Tagline 'Get in the Game'
SANTA MONICA, Calif., April 17 -- GSN is "freshening" up
its on-air brand beginning Sunday, April 22, when the network unveils a new
graphics package that revitalizes its on-air, look, sound and feel. The new
brand packaging is designed to capture the range of emotions that real
people feel when watching or playing games. The campaign includes the
addition of lively bold new colors to its core palette, a new
call-to-action tagline "Get in the Game" and a diverse group of real
"contestants" as well as GSN hosts, personifying the various emotions
evoked by GSN's programming.
Dena Kaplan, GSN's Senior Vice President of Marketing, spearheaded the
company's re-fresh efforts to illustrate the network's continuing expansion
into all types of competition programming and the breadth of emotions
people feel about games and competition. The campaign is timed to assist in
launching GSN's summer programming and to take advantage of its recent
success with HIGH STAKES POKER and the addition of World Poker Tour(R) in
first quarter '08.
"We're taking a very fresh approach with the new network packaging and
promotion," said Kaplan. We will feature real people and their emotional
journeys when playing various games and competitions. We believe this
breakout creative will help deepen viewer's emotional connection with the
brand."
The key emphasis to the campaign is the use of emotions. Kaplan used
qualitative and quantitative research to determine emotions "felt" during
game play. As a result, the network is using the main call-to-action
tagline of "Get in the Game," but will also use "Get in the Drama," "Get in
the Action," "Get in the Challenge," "Get in the Fun" and "Get in the
Thrills" when appropriate. Each tagline will have a unique color scheme.
As part of its "humanizing" approach, Kaplan cast "real" contestants
from GSN's original game shows as well as using GSN's on-air hosts. The
hosts, including LINGO's Chuck Woolery and Shandi Finnessey, played a
lively game of charades with CHAIN REACTION host Dylan Lane giving the
clues for a series of network ID promos.
Additionally, to complement GSN's rich library of classic game shows,
as well as original contemporary shows, actors in all of the new network
menus wore wardrobe and hair styles from the era that the show was
originally produced.
CA Square, the New York-based award-winning brand strategy, design and
animation company, served as creative partners developing concepts,
implementing design through to production and post production. GSN's
advertising agency, Big Picture Group from Los Angeles, served as creative
consultants and Get It Pictures from Los Angeles, produced the live action
elements for GSN.
About GSN
GSN is the entertainment industry leader in multi-platform interactive
game programs. As the premier television network for games, GSN features
challenging word games, high intensity casino programs, live participation
shows, reality series and documentaries. GSN's programming includes
original series such as "Chain Reaction," "Lingo" and "High Stakes Poker,"
as well as the classics "Jeopardy" and "Pyramid," among others. The network
also introduced participation TV to America and its "PlayMania" block airs
in late- night six nights per week. Complementing the network, GSN.com
features all types of game play: innovative Flash games for fun, skill cash
game tournaments and downloadable games. The website also features GSN's
two- screen interactive play-along for prime time shows. Now reaching more
than 63 million homes, GSN is distributed in the U.S. through all major
cable systems and satellite providers. The network is jointly owned by Sony
Pictures Entertainment and Liberty Media Corporation. For further media
information, visit GSN's press website at corp.gsn.com.
About CA Square
Located in New York City's SoHo neighborhood, CA Square is a brand
strategy, design and animation company that focuses on creating compelling
and entertaining media experiences. CA Square provides strategic, creative
and design solutions to some of the world's most successful media and
entertainment companies including Disney, FOX, VH1, IFC, Reuters, Canadian
Broadcasting Corporation, TV Catalunya and Telemundo. Commercial clients
that have taped the studio include: AMG Mercedes Benz, Garnier Fructis,
Hotels.com, AT&T and Lego. The company's professional background is a
synthesis of broadcast, print and interactive design. http://www.ca-square.com
SOURCE GSN
http://www.ca-square.com
http://corp.gsn.com
|
