Net mounts marketing campaign to sell its strengths to ad buyers
Just in time for upfront selling season, Ion Television is polishing its on-air look and mounting a marketing campaign to sell the network’s strengths to ad buyers.The new look includes a fresh logo and graphics. The ad campaign touts the attributes of “Ionenthusiasts,” which aims to reinforce the fact that many viewers spend multiple hours with the broadcast net watching series marathons. The logo and other elements were designed by Gotham-based ad agency Barker DZP. The campaign includes a big off-air push with outdoor advertising components in New York, Los Angeles, Chicago, Detroit and Atlanta. The “Ionenthusiasts” pitch comes on the heels of last year’s “Ion Delivers” campaign, which Ion said yielded a 33% increase in upfront revenues vs. 2011.