With the upcoming official launch of CW, the new network created from UPN and WB, is coming on Sept. 20. They are pulling no stops in getting the CW name out there.
They already have been branding themselves with the byline "Free to be" and the color green. They are running the campaign across multiple platforms. In addition to TV they are on the radio, online with their cwtv site, print and outdoor. They are targeting the 18-34 demographic for the most part.
CW EVP for marketing and brand strategy Rick Haskins said, "This audience doesn't want to be advertised to, and doesn't want to be told what to do."
In response they created the "Free to be" branding strategy. They added that it was an essential part of their strategy to strongly push the network as a brand because of the multiple ways that can now be used to consume media.
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