CHICAGO — NBC and Paramount Domestic Television were the big winners Saturday at the Promax International Gold Medallion Awards, honoring creative promotion and marketing campaigns for TV and radio.
Both Par and the Peacock web took home seven golds apiece, while CBS, Fox Broadcasting and Comedy Central nabbed three. Turner Classic Movies, Cartoon Network, Nickelodeon, Buena Vista Television and KPIX-TV San Francisco each won a pair of Promax golds, of which 88 were awarded in all at a ceremony capping the annual marketing and promotion meeting.
Among winning NBC entries in the broadcast network category were a “Twister” parody that launched “The Jeff Foxworthy Show”; an eight-page fall-launch ad in People magazine; an animated on-air spot for the Saturday night “Thrillogy” drama lineup; a spot that opens NFL coverage; an outdoor ad for “Dark Skies”; and both music and overall honors for an interstitial spot promoting “Jurassic Park.”
In the program distributor category, Paramount won gold medallions for a promo kit, a sweeps promotion and a TV spot for “Star Trek: Deep Space Nine”; a syndication sales kit for “Sister, Sister”; a radio campaign for “Real TV”; a print campaign supporting USA Network’s “Duckman”; and a Promax trade ad.
CBS’ three wins came for two “Big February Nights” sweeps TV spots, in both the generic and program-specific categories, and a “Kids on Film” consumer promotion. Fox won Promax medallions for a “Simpsons” radio spot; a “King of the Hill” launch marketing presentation kit; and a Bart Simpson promo for Fox Children’s Network. Comedy Central’s victories were for a generic “Birth of Comedy” spot in the cable network category, a viewer contest promo and for music.
The annual Promax awards honor broadcast and cable nets, program distributors and TV and radio stations, divided into small, medium and large-market categories.
Among other Saturday events was an appearance by actress Lauren Bacall, who reflected on her career; a look at top promo campaigns by Meryl Cohen, president of marketing at Paramount Domestic Television; and an appearance by “Frasier” star Kelsey Grammer.
Next year’s Promax conference is set for June 18-21 in Toronto.