[01/29/07 - 09:32 PM]
Hallmark Channel Launches Fourth Annual Multi-Platform Valentine's Day Promotion with Hallmark Gold Crown(R) Stores
The campaign will also spotlight its upcoming movie "Love is a Four Letter Word," which premieres Saturday, February 3.

[via press release from The Hallmark Channel]


Participating Distribution Partners Represent 52 Million Subscriber Homes

Sweepstakes Awards a Grand Prize Romantic Getaway Trip to Los Angeles Including VIP Set Visit to a Hallmark Original Movie

Hallmark Channel, the premiere destination for family-friendly programming and holiday celebrations, will partner with its distribution partners representing nearly 52 million subscriber homes this February on the network�s fourth annual Valentine�s Day promotion, �Month of Romance.� This year�s month-long campaign is a multi-platform initiative that combines on-air, online and in-store marketing tools to drive viewer awareness and tune-in, and customer satisfaction.

The sweepstakes is presented nationally in part by Quaker Life� Chocolate Oat Crunch Cereal and Cepacol� Lozenges.

The �Month of Romance� sweepstakes runs from January 24 to February 14 and can be entered via mail or online at www.hallmarkchannel.com. In addition, shoppers who use their Hallmark Gold Crown� card at participating Hallmark Gold Crown� stores will be automatically entered.

One lucky grand prize winner will be awarded a romantic getaway for two to Los Angeles for 5 days/4 nights, including roundtrip airfare, deluxe hotel accommodations, a $500 spa gift card, two romantic dinners, $500 spending money and a behind-the-scenes visit of an upcoming Hallmark Channel original movie. In addition, exclusive DVD 3-packs of the network�s original movies will be awarded to local winners in each participating market.

�Month of Romance� supports Hallmark Channel�s �Whole Lotta Love� festival � a month-long line-up of romantic movies airing Monday through Saturday at 9 p.m., ET/PT � as well as the exclusive world premiere of the network�s Original movie, �Love is a Four Letter Word,� premiering Saturday, February 3 (9 p.m., ET/PT).

To support �Month of Romance,� Hallmark Channel�s distribution partners agree to run a series of tune-in and revenue generating product cross-channel spots, some of which include HSI, DVR, VOD or bundled services. In return, affiliates will receive customized point-of-sale displays and take-ones in nearly 4,000 participating Hallmark Gold Crown� stores. The POS displays will also be featured in distributor retail payment centers. The POS displays promote the sweepstakes and the premiere of �Love is a Four Letter Word� and include a February Romantic Movie Guide listing the movies that will air throughout the month. In addition, the brochure will spotlight a Hallmark Gold Crown� offer for a Josh Groban CD for $7.95 and a Hug-A-Bunch plush for $9.95, each with the required purchase of three Hallmark cards per offer.

�Love is a Four Letter Word� tells the story of how success in mediating divorce cases has led to cynicism in love for lawyers Emily Bennett (Teri Polo, �Meet the Fockers�) and Kenton Rhodes (Robert Mailhouse, �Sports Night�) in �Love is a Four Letter Word.� The more they win, the more they believe that relationships and marriage just don�t work. But their battle-hardened shells begin to crack when they meet at the wedding of their respective friends. Sparks fly immediately, followed by a romantic walk on the beach and a moonlit kiss. The pair gets more than they bargained for the next morning when they show up for court and realize that they are on opposite sides of the divorce case of Martin (Barry Bostwick, �Spin City�) and Margot Harper (Donna Mills, �Knots Landing�). As Kenton and Emily struggle with their personal and professional reasons against being in a relationship, the Harpers� divorce begins to make the couple realize that they may be losing more than just material possessions.

Hallmark Channel, owned and operated by Crown Media Holdings, Inc., is a 24-hour basic cable network that provides a diverse slate of high-quality entertainment programming to a national audience of over 75 million subscribers. The top tier program service is distributed through more than 5,300 cable systems and communities as well as direct-to-home satellite services across the country. Hallmark Channel consistently ranks among the top 10 ad-supported cable networks in Prime Time and Total Day household ratings and is the nation�s leading network in providing family-friendly programming. Crown Media also operates a second 24-hour linear channel, Hallmark Movie Channel.

  [january 2007]  


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