The new documentary/entertainment cable network CBS Eye on People on Thursday unveiled plans for a multimillion-dollar trade and consumer ad campaign designed to give the channel a splashy sendoff as it preps for a March 31 launch.
Ad and promo push, which kicks off Monday, includes broadcast and cable TV, radio, and trade and consumer print media, all geared to peddle the brand-positioning slogan “Real Stories — Real People.” That positioning statement won out over 10 other options in a telephone survey conducted by Frank N. Magid Associates.
Included in the Eye on People ad plan will be 10-second, 20-second and 30-second spots that will run on the CBS Television Network, as well as on CBS’ owned-and-operated radio and TV stations. Campaign is being handled by Adler Boschetto Peebles & Partners.
Accompanying the advertising blitz is a new logo for the network that’s described as an “eye con,” designed by Lee Hunt Associates. It features an egg-shaped rendering of a face, with the trademark CBS eye on one side and a second eye in the shape of a “P,” which merges at the bottom into a nose.
Lloyd Werner, executive VP of sales and marketing for CBS Cable, noted that the “P” eye will evolve to show the face “smiling, crying, blushing, or dressed up for a particular holiday.”