Hallmark Backs New Programmes With £2 Million Push
Hallmark is to boost the profile of its newest programme acquisitions with a £2 million marketing campaign, launching across outdoor and TV, in an attempt to drive viewer interest in the new shows.
The first execution will promote the UK premiere of Blue Murder, a new police drama which – which launches on 17 May.
The promotional push represents Hallmark’s first poster advertising activity in the UK, and will be backed by 20 second TV commercials and 30 second promotional features on air.
The promotion will employ 6-sheet posters at 550 prime sites around the country, while the commercials will be shown across multi-channel TV.
Hallmark Channel’s marketing director, Vicky Mitchell, explained the promotional drive, stating: “The Blue Murder campaign is the first of several we’ll be running this year as part of a £2m investment in marketing the channel and its great new line-up of programmes here in the UK.
“Blue Murder is a gripping police drama that will sit perfectly alongside our award-winning raft of popular crime series – including Law & Order, Special Victims Unit and Criminal Intent.”
Earlier this year saw Hallmark ditch its familiar crown logo, switching to a series of dramatic landscape scenes for its on-screen identities (see Hallmark Swaps Iconic Crown For Emotive Branding).
Hallmark Channel: www.hallmarkchannel.tv