Sundance Channel announced the of the company's first-ever national marketing campaign. The objective of the multi-faceted six-week campaign is to further heighten awareness of Sundance Channel's
programming among a "entertainment enthusiasts." The campaign is titled "10 Days of Sundance" and highlights Sundance Channel's January programming which pays tribute to the annual Sundance Film
Festival held in Park City, Utah from January 16 to 26, 2003. Elements of the marketing plan include a consumer advertising campaign, a nationwide promotion -- "Ten Degrees To Sundance" -- created in
conjunction with Blockbuster Inc., Entertainment Weekly, Sony and Coca Cola. In its largest consumer advertising campaign to date, Sundance Channel is concentrating its efforts in major entertainment
markets New York and Los Angeles. To hit high entertainment consumers, trade and creative community members the network is buying a combination of broad-based advertising including outdoor -
billboards, 30-sheets, bus sides, bus shelters, telephone kiosks, subway platform posters, commuter rail, taxi tops; print -- from targeted alternative entertainment weeklies to broad-based
entertainment and lifestyle publications; and theatrical trailers and other in-theater advertising assets running in New York City and Los Angeles during the peak of the Holiday release season across
several circuits including Loews Cineplex Entertainment and AMC Theaters.