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USA mounts ‘Welcome Summer’ marketing blitz

Campaign to tubthump 10 series at Thursday's upfront

USA Network will have 10 original series on the air over the next few months, and the cabler is marshalling all resources to get the word out.

With a “Welcome Summer” marketing campaign that will officially kick off at Thursday’s upfront, USA will ramp up traditional and online marketing efforts. Initiatives include asking fans to design a unique end-zone dance for football-themed drama “Necessary Roughness” and a fashion- and lifestyle-themed collaboration with an online retailer for “Suits.”

“We are treating these shows like first-season launches, making these campaigns bigger than the initial campaigns,” said Alexandra Shapiro, USA’s exec VP of brand marketing and digital. “We want to activate the fanbases for both.”

A big focus for USA is the launch of “Political Animals.” The six-part miniseries from Greg Berlanti, which debuts July 15, will be part of the “Welcome Summer” campaign, while also getting its own individual push following the mini’s June 25 press junket.

Part of the “Animals” marketing plan will be to bridge the plot of the made-for, which revolves around a Hillary Clinton-esque femme pol, with the real-life presidential election contest as it heats up in late summer.

Shapiro said USA is receiving assistance from all nets under the NBCUniversal umbrella in tubthumping its array of programming. Net is the most profitable channel in the conglom.

“NBCUniversal has made us a corporate priority for summer,” Shapiro said. “Every business division will use their resources to help promote our summer slate.”

Also, the cabler has teamed with photographer Nigel Parry to shoot the talent across USA’s lineup, and those images will be used in the campaign — on air, print and via social media.

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