[06/30/09 - 12:10 PM]
To Mark July 7th Brand Evolution to Syfy Imagination Celebrations Kick Off with Coast to Coast Marketing Campaign
The multi-platform initiative "will embrace consumers online, on-air, on the streets, at New York City landmarks, movies and museums, parks, ice skating rinks."

[via press release from Sci Fi]


Includes Free Wyfy By Syfy At New York City Landmarks, Syfy Imagination Park At Rockefeller Center, Sponsorships Of Tim Burton's Retrospective At The Museum Of Modern Art And Brooklyn Bridge Movie Festival

NEW YORK � June 30, 2009 � As SCI FI becomes Syfy on July 7th, a marketing campaign designed to celebrate imagination will also launch. The multi-platform initiative will embrace consumers online, on-air, on the streets, at New York City landmarks, movies and museums, parks, ice skating rinks, or while strolling through the specially created Syfy Imagination Park at Rockefeller Center, where the groundbreaking Syfy Brand Film "House of Imagination" comes alive.

The event kicks off the morning of Tuesday, July 7. Dave Howe, President, Syfy along with top Syfy talent, will officially open Syfy Imagination Park at Rockefeller Center, where branded Syfy flags will fly around The Rink to mark the occasion.

As part of the national marketing campaign, Syfy will bring its new brand identity to San Diego's Comic Con, the world's largest science fiction and comic book convention (July 22-26). Syfy will present a slate of fan-favorite panels featuring talent from its original series' Sanctuary, Stargate Universe, Eureka, Warehouse 13, Caprica and the 2-hour special event Battlestar Galactica: The Plan airing this fall. Said Blake Callaway, Vice President, Brand Marketing, Syfy: "To support the launch of Syfy, we want to encourage consumers to Imagine Greater. We are actively encouraging people to use their imagination across all of our content, events, and marketing. We want people to think of Syfy in a broad way reflecting the brand's popular appeal. The new brand will be visible on-air, on-line, and at live events throughout the year. Turn on the television, click on to Syfy.com, stop by Rockefeller Center, MoMA, or San Diego's Comic Con, and Syfy will be there. While the channel has been an amazing success the past 17 years, we're excited for the next chapter; July 7th is only the beginning.


In addition to free Wyfy hotspots at Rockefeller Center and other pedestrian hot spots, the celebration includes Syfy Imagination Park at Rockefeller Center. The centerpiece of the Park, open from July 7-12, will be interactive set pieces inspired by the Syfy Brand Film "House of Imagination," including a Giant Viewmaster� and a Larger than Life Lollipop.

The midtown celebration includes branding and signage around Rockefeller Plaza and Top of the Rock.

Clips of the Syfy Brand Film "House of Imagination" on the video wall.

Syfy-branded skating rink flags.


The look and feel of Syfy will be reflected in a groundbreaking two-minute brand film, "House of Imagination," that celebrates Syfy's unique spin on imagination, starring talent from Warehouse 13, Eureka, Ghost Hunters, Caprica, Sanctuary, Stargate Universe, Destination Truth, and ECW. The film invites viewers into a celebratory house party populated with rooms inspired by the Channel's original programs and characters. Goldfrapp's "Happiness" provides the soundtrack for the trip through the never-ending house where anything can and does happen in each one-of-a-kind room. Through high concept visual storytelling, each scene fuses a bold complement of visual effects with practical set design. "House of Imagination" was designed to be modularly deconstructed into a dynamic, long-running campaign of 10 and 5-second network identifications.


As another way to introduce New Yorkers to Syfy, the network will for the second straight year sponsor The Brooklyn Bridge Park Conservancy's 10th annual "Movies With a View" outdoor summer series. Held in the Empire-Fulton Ferry State Park section of Brooklyn Bridge Park, the eight-week festival starts Thursday, July 9, showing classic films such as Edward Scissorhands.


Street Teams will distribute the specially branded AM New York July 7 issue commemorating Warehouse 13 and Day 1 of the new brand, including a map of New York targeting opportunities around the city to Imagine Greater.


A campaign of :05 to :15 spots called "Word Play" will offer Syfy viewers their first taste of the network's new brand on-air. Inspired by a whole new look and feel, the spots use playful language and simple animations to announce the new name.

COMIC CON (July 22-26, San Diego)

Comic Con Flyaway Sweepstakes with the winner receiving a trip for two to the convention as well as admission to the Syfy/EW party.

Syfy panels include Sanctuary, Stargate Universe, Caprica, Warehouse 13 and Eureka (Showcasing Ronald D. Moore, Robert Carlyle, Edward James Olmos, Amanda Tapping, Salli Richardson-Whitfield, Eddie McClintock and Joanne Kelly, among other panelists).

Syfy will take over a restaurant at the Hard Rock Caf�, rebranding it as Eureka's "Cafe Diem" for the duration of the convention. The fictional local hot spot heavily featured in the popular dramedy, Caf� Diem will be the hub of all Syfy activities during the week.

Special Friday Night preview screenings of Warehouse 13 and Eureka.

Video coverage of all events on Syfy.com.


Syfy will serve as the presenting sponsor of "Tim Burton" at The Museum of Modern Art. The retrospective exhibition of the acclaimed director's work runs from November 22, 2009 through April 26, 2010. On-air, Syfy is marking the "light switch" to its new brand identity with the premiere of the highly anticipated series Warehouse 13. Debuting Tuesday, July 7, with the two-hour pilot at 9PM (ET/PT), Warehouse 13 stars Eddie McClintock and Joanne Kelly as two Secret Service agents who find themselves abruptly transferred to a massive, top-secret storage facility in windswept South Dakota which houses every strange artifact, mysterious relic, fantastical object and supernatural souvenir ever collected by the U.S. government.

Syfy -- unlike the generic entertainment category "sci-fi" -- firmly establishes a uniquely ownable trademark that is portable across all non-linear digital platforms and beyond, from Hulu to iTunes. Syfy also creates an umbrella brand name that can extend into new adjacent businesses under the Syfy Ventures banner, such as Syfy Games, Syfy Films and Syfy Kids.

As the Channel's footprint expands rapidly around the globe, aiming to reach more than 50 international channels by the end of next year, Syfy meets the need of a globally relevant, trademarkable brand that stands for something unique to the brand in each territory.

Syfy is a media destination for imagination-based entertainment. With year round acclaimed original series, events, blockbuster movies, classic science fiction and fantasy programming, a dynamic Web site (www.Syfy.com), and a portfolio of adjacent business (Syfy Ventures), Syfy is a passport to limitless possibilities. Originally launched in 1992 as SCI FI Channel, and currently in 95 million homes, Syfy is a network of NBC Universal, one of the world's leading media and entertainment companies. (Syfy. Imagine greater.)

  [june 2009]  


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