Sundance launches campaign
By BroadCasting & Cable Staff -- Broadcasting & Cable, 12/26/2002 8:05:00 AM
Sundance Channel is planning a national marketing campaign, and it will partner with Blockbuster Inc., Entertainment Weekly, Sony Corp., The Coca-Cola Co. and MSOs to promote its January programming, which itself promotes the 10-day annual Sundance Film Festival the same month.
Senior vice president of marketing Kirk Iwanowski said the objective of the campaign, "10 Days of Sundance," is to heighten awareness of Sundance's programming among a broader market of "entertainment enthusiasts."
"Sundance Channel's month-long tribute to the Sundance Film Festival provides us with the perfect platform to speak directly to that broader audience," Iwanowski said.
The network said it plans to concentrate its efforts in major markets New York and Los Angeles, and it is buying a combination of broad-based advertising including outdoor, entertainment weeklies, lifestyle publications and theatrical trailers during the peak of the holiday release season.
In addition, working with satellite carriers DirecTV Inc. and EchoStar Communications Corp. and cable operators including Time Warner Cable, Comcast Corp., Charter Communications Inc. and Cox Communications Inc., Sundance has launched a national upgrade and acquisition campaign.
New Sundance subscribers will receive eight free issues of Entertainment Weekly, and operators will drop approximately 2 million direct-mail pieces and run the equivalent of $4 million in cable-television spots to promote the offer locally.
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