FROM HANGERS TO HANGARS: CBS MARKETING CAMPAIGNS
WELL-SUITED TO HELP THE NETWORK'S FALL LINEUP TAKE OFF
CBS Is First Broadcast Company to Promote its Lineup
On EcoHangers' 100% Recycled and Recyclable Hangers
First Network to Market Programming on Roofs Visible
from Descending LAX Airport Flights
CBS Comedy Pilots Screening on American Airlines Flights
In a first-of-its kind promotion for a broadcast network, CBS is hooking new viewers this fall with green advertising on 100% recycled and 100% recyclable EcoHangers designed and developed by the inventive in-home marketing company, Hanger Network. CBS's fall marketing campaigns are also reaching new heights with innovative aerial view rooftop billboards promoting "The Amazing Race" to air-travelers landing at LAX airport. Rounding out the aerial theme, CBS is running its "CBS Fall Preview Show" and the Network's two new comedies on the American Airlines inflight television network.
Beginning in mid-September, CBS's five new series as well as "The Early Show" and "How I Met Your Mother" will be featured on thousands of environmentally-friendly EcoHangers distributed at dry cleaners to build awareness of the CBS shows right in viewers' homes. EcoHangers, made from 100% recyclable and recycled paperboard in EPA-regulated factories in the United States, represent the environmentally sound alternative to the more than eight billion wire and plastic clothes hangers that fill this country's landfills each year.
Art of the anchors/actors will be featured on the EcoHangers along with clever catch-phrases, such as:
A lot happens early
so hang out with us. "The Early Show"
Suit Up "How I Met Your Mother"
Hang on every clue. "The Mentalist"
Every date has a few wrinkles. "The Ex List"
Get dressed. It's later than you think. "Eleventh Hour"
Clothes make the man. "Worst Week"
Hang in there. "Gary Unmarried"
"This is a clever way to get attention in this crowded media marketplace," said George Schweitzer, President, CBS Marketing Group. "Our hanger campaign is eco-friendly, fun and effectively targets adult consumers by having our shows literally hang around peoples homes."
"Using EcoHangers provides CBS with the opportunity to expand its advertising base as well as its consumer base," stressed Bob Kantor, CEO of Hanger Network.
Unique views are also at the heart of CBS's first-ever aerial view network billboards on the LAX flight path. Viewers landing at LAX will see an ad for "The Amazing Race," spanning three rooftops, featuring host Phil Keoghan's popular phrase Welcome to the Finish Line along with The Amazing Race and Sundays, 8PM 2 HD.
Meanwhile, travelers on American Airlines, on flights all across the country, will screen CBS's new comedies "Gary Unmarried" and "Worst Week" as of Sept. 1 as well as the "CBS Fall Preview Show," a half-hour special showcasing previews from CBS's five new series hosted by Lara Spencer, co-anchor of "The Insider." With 30,000 flights and over four million passengers each month, American Airlines continues to be a valuable way of reaching captive viewers.
The "CBS Fall Preview Show," showcasing previews from CBS's five new series was also broadcast on the CBS Television Network on Friday, Sept. 5 and is available on TV Guide Channel and to customers of Comcast, AT&T U-verse and Verizon FiOS. CBS affiliates will also have the option for multiple broadcasts prior to the start of the new season.
These are just a few of the efforts comprising the Network's fall marketing blitz, which consists of a host of cable, broadcast television, radio, print, outdoor advertising, targeted online and out-of-home marketing and consistent on-air promotions.