Hallmark launches cattle drive in NY to support premiere of "Johnson County War"

 MUMBAI: Hallmark will treat New Yorkers to the first-ever cattle drive down Broadway to Times Square today. Luke Perry, Tom Berenger and Burt Reynolds, who star in the four-hour western Johnson County War will take part in the drive from 46th down Broadway to 43rd street. Johnson County War, which premieres on Hallmark on 24 August (7 - 11 p. m. E/ P),marks the largest marketing campaign to date for an original on the network.

An official release informs that the star-studded stampede to promote Johnson County War is part of a multi-million dollar marketing campaign in support of the movie event with media on television, radio, outdoor, online, trailers in movie theaters and print. In addition there will be Rough It And Relax sweepstakes on the site www.hallmarkchannel. com. The grand prize winner of the trivia contest receives a trip for four to the Grand Canyon, complete with helicopter tour and mule rides into the Canyon.

Speaking on the initiative President and CEO, Hallmark Channel Lana Corbi said," Johnson County War is one of the biggest films this year-old network has seen and we wanted the promotion to match the film's power. We are inventing unexpected ways to promote the network and its innovative programming. The Times Square cattle drive is a prime example of this because it is a first for New York City. Hallmark Channel is dedicated to developing contemporary ways to tell consumers the story about our stories."

The Johnson County War cattle drive was recommended by Initiative Media and executed by Stark Events & Associates, a Los Angeles-based production and marketing firm that specialises in large-scale complex outdoor events and media consulting. The four-hour epic follows a family of homesteaders as they fight wealthy Wyoming cattle barons for a fair share of the burgeoning ranching industry.

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