Hoping to grab a larger share of the viewing pie as the broadcast networks largely snooze away the summer months, Showtime is launching an ambitious program-branding campaign that carries a pricetag approaching $15 million, according to sources.
The campaign, called “All Out Summer,” will encompass national and consumer trade and print advertising, national TV spots in six major markets, on-air promos, outdoor, telemarketing, direct mail and various premiums. It will begin June 23 and runs through September.
Len Fogge, Showtime’s exec VP creative/marketing services, said the imaging/branding push is designed to support the Viacom pay-net’s original summer offerings that include weekly original films, theatricals, boxing and the premieres of the series “The Hunger,” “Fast Track,” “Stargate SG-1” and “Dead Man’s Gun.”
“We want to convey the impression with this campaign that Showtime is a unique place to be,” Fogge said. “With the networks in downtime over the summer, we feel this is the time to really show people we give them different stuff they won’t find anyplace else.”
Certainly, it will be difficult to avoid “All Out Summer,” particularly in Los Angeles and New York where Showtime’s pitches will decorate billboards, phone kiosks and bus shelters.
Ads will appear in TV Guide, Entertainment Weekly, Premiere, People, Vanity Fair, Sports Illustrated, Esquire and USA Today as well as in the trades Cable World and Multichannel News.
“We’re letting consumers know that Showtime can take them beyond the limits of traditional television,” Fogge said.