Hallmark as Haven During the Holidays

As November hit the midway mark Hallmark Channel was already celebrating both revenue success stories across multiple sponsor categories and ratings wins for several weekends in a row against every cable network and every broadcast network but one amp160And theyamp8217re delivering about twice the number of women 2554 than their closest competitor amp160So whatamp8217s in the figgy pudding amp160The theory according to Crown Media Family Networks Executive Vice President of Programming and Network Publicity Michelle Vicary is that amp8220our brand has become synonymous with Christmas and weamp8217ve found that people anticipate our holiday programming all year amp160People know what they can set aside when they tune into our networks and that theyamp8217re going to spend time with Hallmark and come away feeling a little bit better about the worldamp8221Their comfort food version of content is also being extended to actual comfort food via offair extensions amp160In addition to featuring a float in Macyamp8217s Thanksgiving Day Parade for the third consecutive year Hallmark Channel has partnered with Lord ampamp Taylor a first for the retailer with eight Countdown to Christmasbranded windows outside the flagship storeamp160in New York City and presence inside the store via a branded hot cocoa bar every Saturday amp160The network also launched an installation celebrating all things Christmas called the Museum of Christmas which opened to the public for a fiveday run midNovember in New Yorkamp8217s famous Meatpacking district amp160Almost 8500 square feet of gallery space were transformed into a series of immersive experiences that evoked the spirit of the seasonamp160and served up holiday cookies and other treats alongside candycane styled swings and inflatable snow globes amp160The pictureperfect setting encouraged social sharing with a CountdownToChristmas hashtagAccording to Susanne McAvoy Executive Vice President of Marketing Creative andamp160Communications for Crown Media Family Networks these consumercentric activations expand the reach and visibility of the holiday content by enhancing viewersamp8217 experiences with the Hallmark brandamp160further securing Hallmark Channel as the leader in onscreen holiday entertainment amp160amp8220We are always looking for new ways to bring Countdown to Christmas to life outside the amp8216boxamp8217 so to speakquot she explains amp160quotAll of our consumer marketing campaigns are developed with an eye toward further engaging our viewers around the franchise and really reinforcing their association between Hallmark Channel and Christmasamp8221 amp160That is also the impetus behind a repeat national partnership with Six Flags during the seasonamp160and sponsorships of holiday music tours by Mariah Carey Martina McBride Jewelamp160and TransSiberian Orchestra amp160McAvoy is pictured at top center with Hallmark starsamp160Dermot Mulroney and Ashley Williams at the Museum of ChristmasSince Countdown to Christmas kicked off in late October with the debut of the new original movieamp160Marry Me at Christmas amp8211 which averaged 34 million viewers amp8211 Hallmark Channel is outdelivering other cable programmers in ratings and consistently dominating weekends amp160The network is even outdelivering the broadcast networks among women 2554 in the Saturday 911 pm time period amp160Driven by these results the advertising community has taken notice and sponsorships are matching pace with the network securing both new business and steppedup commitments from incumbent advertisers in such categories as automotive retail credit cards and movie studiosamp8220Advertisers looking to boost their holiday campaigns are drawn to our 247 holiday programming with 33 original holiday movies across Hallmark Channel and Hallmark Movies ampamp Mysteriesquot says Ed Georger Executive Vice President Advertising Sales andamp160Digital Media amp160quotPlacing a holiday commercial in Hallmarkbranded content that is delivering more women 1849 and women 2554 than any other cable network which we have done every weekend this season amp160really pays offamp8221The network has found innovative ways to bring brands along on the holiday ride onair and online integrating them into one content such as one ofamp160Hallmark39samp160Christmas movies or their daytime lifestyle show Home and Family amp160The networkamp8217s programming strategy allows these opportunities to be replicated in many other seasonal events throughout the year with branded environments that include for example Countdown to Valentineamp8217s Day to June Weddings Summer Nights to Fall Harvest amp160The approach has become an important driver of business outside of the Christmas seasonPhoto at top by EB MossClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Hallmark as Haven During the Holidays

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