Hallmark Plays Its Cards, Makes Holiday Pitch
by David Kaplan,
Mar 23, 2005, 8:00 AM
The Hallmark Channel made its 2005-06 upfront pitch Tuesday, attempting to portray the network's reputation for quality as being synonymous with holidays. It also highlighted a number of trademark advertising sponsorships.
For Mother's Day, Hallmark is teaming up with Chrysler to promote a sweepstakes contest, in which two people can win a trip to Los Angeles. The promotion is tied to the network's premiere of an original movie, "Ordinary Miracles," starring Jaclyn Smith.
In addition to Mother's Day celebrations, Hallmark also touts its two-week block of programming devoted to holidays such as Valentine's Day, Father's Day, Halloween, and the period between Thanksgiving and New Year's. The network also offers its 4,200 Hallmark Gold Crown stores across the nation as an additional enticement to advertisers. The network is also welcoming back its Friday night "mystery movie" franchise, which has scored five of the top 10 original cable movies among people ages 25-54.
In addition to Mother's Day celebrations, Hallmark also touts its two-week block of programming devoted to holidays such as Valentine's Day, Father's Day, Halloween, and the period between Thanksgiving and New Year's. The network also offers its 4,200 Hallmark Gold Crown stores across the nation as an additional enticement to advertisers. The network is also welcoming back its Friday night "mystery movie" franchise, which has scored five of the top 10 original cable movies among people ages 25-54.
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