Hallmark US invites viewers to make themselves at home

MUMBAI: On 1 March 2007, US broadcasdter Hallmark will introduce a new on-air look and campaign with the new tagline, Make Yourself at Home.

The aim is to reinforce the networks reputation as a destination for quality, family-friendly programming where viewers can get comfortable and tune-in for great stories.

The new on-air campaign will be seen in every daypart. It will include new music, new graphics, new colours, and, of note, creative and engaging uses of the letter H that capture happy, humorous and touching moments of family life, at home both in celebration and in everyday activities.

The 10-, 20- and 30-second spots and interstitials feature gatherings of friends and families in an array of activities from a child walking in the rain, to friends gathering, to a Black Labrador playing hide n seek in a pile of leaves: in a word, Hallmark Channel moments.

Hallmark senior VP, creative services Marvin Dorson says, "Our goal was to create a campaign that was inspirational, invitational and interpretive. We set out to refresh the channels look and to establish an environment that our audience could relate to, enjoy and feel good about. We hope that viewers will see these and smile. Also, knowing that our audiences stay tuned longer than most, we think these spots will encourage them to relax and stay even longer.

Hallmark US president and CEO Henry Schleiff, says, "Marvin and his team have done a fabulous job of reflecting not only the new and invigorated spirit of the Hallmark Channel but also one that better connects us to our core values and themes such as the warmth of the home and the holidays.

" I have long believed that a network derives its brand and personality, in part, from its interstitial programming and the other original aspects that the viewer sees between shows. This campaign perfectly reflects the best the very best of the Hallmark brand."

This marks the first time since its launch in 2001 that the channel has done an extensive revamping of its on-air image and its consumer website, www.hallmarkchannel.com. Elements including design, editing, production, graphics and even new music were created and produced by the networks in-house creative services department in coordination with Spark.

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