Exclusive: ION Launches 'IONTHUSIASTS' Marketing Campaign
Net to unveil new logo, graphics package
By Tim Baysinger -- Broadcasting & Cable, 3/4/2013 10:00:00 AM
The campaign, which aims to illustrate what drives the network's key demos (adults 25-54, 35-44 and 45-54) to ION, will be targeted to advertisers through a set of media buys across multiple platforms including print, online and out-of-home advertising. The print advertisements will feature pop-up inserts while the out-of-home ads will be places across billboards, subways, buses and telephone kiosks throughout the New York, Los Angeles, Chicago, Detroit and Atlanta markets.
New York-based agency Barker DZP developed the positioning and the supporting creative. "Their campaign truly reflected the attributes of our viewers," said Chris Addeo, VP, marketing, ION Media Networks. "By locking into 'IONTHUSIASTS,' we found the perfect moniker that fully represents the quality of our audience and their enthusiasm for the ION Television brand."
The "IONTHUSIASTS" campaign aims to replicate last year's successful B2B campaign, "ION Delivers," in which ION experienced a 33% year-over-year increase in revenue and saw its advertiser base grow with 35 new advertising partners.
"ION viewers are highly engaged and unique in their passion for the network's programming," said John Barker, chief idea officer, Barker DZP. "They make an appointment to watch this content live for several hours at a time, which is why 'IONTHUSIASTS' is such an appropriate descriptor."
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