• by Wayne Friedman , June 27, 2005

After 25 years on the air, USA Network next week will launch its first network-wide marketing campaign--a multimillion-dollar effort that will extend across all of USA Network's media platforms. The campaign, which carries the tag line "Characters Welcome," is designed to draw on strong characters in shows such as "The 4400," "Monk," and "The Dead Zone."

"It is easily the biggest campaign we have ever done," said Chris McCumber, senior VP of marketing and brand strategy for USA Network. USA's marketing efforts also will have a paid media component in trade and business magazines.

USA began looking into a company-wide marketing theme more than one year ago, McCumber said. "We spent months listening to viewers," said McCumber. "They said what they liked about USA was that it was 'down to earth.' They liked our strong, odd, heroic characters."

The campaign also will have an interactive component; USA's Web site will allow viewers to upload photos, video, and music, in order to connect with USA characters. It will riff off its "Characters Welcome" tag line with a Web tag line: "Show Us Your Character."

This activity may lead to other uses for USA Network--such as coming up with new odd characters. "Maybe we can generate a new marketing campaign--or perhaps a new show," said McCumber.

USA will ditch its longtime logo, which incorporates a waving United States flag--but not because of any unpatriotic feelings. McCumber says viewers thought it was a "cold symbol. It contradicted all the things that were human about our characters."

In using NBC Universal assets, the cable network will take over Rockefeller Center on July 7 and July 8. Jumbotron screens will show USA's shows and its new look. Banners and other decorations touting the new campaign will also adorn Rockefeller Center.

The campaign starts July 8.