CEO of the Hallmark Channel, Henry Schleiff announced that the Channel would be offering an “all-access pass” to its advertising partners for the first time. What it means is that they will be able to create campaigns that reach across all the Hallmark platforms: TV, their Web site and their 4,200 card stores.
What the all-access pass will do is empower the Hallmark's sales team to create promotions that are full integrated with the various platforms, which will have a strong appeal to the 14 million Gold Crown rewards-program cardholders, along with the 170 million visitors that Hallmark.com receives every year.
“Just as Disney Channel is one large advertisement for all things Disney, we should be the Disney Channel for all things Hallmark,” Schleiff said.
This has come about when Schleiff and others began to realize how much more they could use their stores to be a billboard to promote the Hallmark Channel and Web site.
The difficulty in getting better rates from Cable companies makes this an especially good move for the Channel. They really needed a way to increase revenue, and I think this is a great one. Suddenly they've moved from being a small cable channel to a multichannel business.
With the draw of their brand, and the combination of the successful Web site and stores, this is going to give advertisers a great way to extend their reach in a market that is ready for them. I like this a lot.
Comment Preview