×

CNN Woos Tiffany, Volvo to Royal Wedding Coverage

What does it take to get Tiffany to advertise on TV? A big event like the Super Bowl – or this weekend’s royal wedding between Prince Harry and American actress Meghan Markle.

Tiffany & Co. will serve as a flagship advertiser during CNN’s coverage of the event this weekend, running a commercial on linear TV but also sponsoring the cable-news network’s live-stream of the event across its digital properties and its In addition to the spot airing on CNN, Tiffany will be a sponsor of the live-stream of the Royal Wedding across CNN’s digital properties and its broadband CNNgo app, and in certain overseas markets.

The luxury-goods retailer has not been on TV since last year’s Super Bowl and is not a big purchaser of TV advertising in general. But CNN made an effort to start wooing advertisers to its coverage of the event back in February, says Katria Cukaj, executive vice president of ad sales strategy and network partnerships for Turner Ad Sales, in an interview. “We aren’t the only ones covering it, so we got in big and we got out early,” she says.

CNN’s work to line up advertiser support for the event speaks to an emerging dynamic at cable-news outlets, which have been tightly focused on news about President Trump and politics. Their coverage of big cultural moments can be attractive to a different set of sponsors.

Last August, Volvo Cars USA served as the sponsor of a unique CNN live-streaming presentation of the 2017 solar eclipse. The Time Warner-owned cable network used special  4K 360° cameras to capture seven ‘total eclipse’ moments between Oregon and South Carolina. When ABC News broadcast a two-hour special to cover the event, it lured Mitsubishi Motors North America to sell its Eclipse during the eclipse.

“We have had a lot of success covering these big cultural moments” ranging from the eclipse to New Year’s Eve, notes Cukaj. CNN “goes all in on the news, so we want to go all in on the advertising opportunities.”

Volvo is once again taking part. The automaker will use the wedding to promote its new XC90 on CNN’s TV network and digital properties.

The prospect of surrounding CNN’s coverage of the wedding with a message of its own about love proved alluring, says Nathan Strauss, a spokesman for the company. “We believe this piece of creative, with its modern love message, will be particularly resonant with the Royal Wedding audience,” he said. Tiffany will run a 60-second ad featuring Alicia Keys singing the song, “No One.”

CNN has announced that Alisyn Camerota, Anderson Cooper and Don Lemon will anchor its coverage of the wedding from Windsor Castle, which will be simulcast across CNN, HLN and CNN International. The live-stream will be featured on CNN’s digital and mobile outlets between 5 a.m. and 9 a.m. eastern.

More TV

  • Mike Fleiss

    ‘The Bachelor’ Creator Mike Fleiss Accused of Attacking Wife

    “The Bachelor” and “The Bachelorette” creator Mike Fleiss has been accused of attacking his wife Laura Fleiss at their home in Hawaii on July 4, according to documents obtained by Variety. The documents show that Laura Fleiss, who is currently pregnant, filed for an emergency domestic violence restraining order against her husband after he allegedly [...]

  • James Cordon Drag Race Handmaids Tale

    Emmys Trivia: 20 Surprising Facts From 2019's Nominations

    For a show that technically wasn’t eligible at the Emmy Awards in 2019, “The Handmaid’s Tale” did quite well this year. The Hulu drama picked up 11 nominations, including major ones like outstanding directing, writing, guest actress and guest actor, thanks to a quirk in the TV Academy’s Emmy rules. As previously noted, most of [...]

  • 'Schitt's Creek' Emmy Nominations Give Boost

    'Schitt's Creek' Emmy Nominations Give Boost to Pop's Profile

    The core executive team at Pop TV expected to be disappointed, but they still gathered at the CBS-owned cable channel’s Playa Vista offices early Tuesday morning for the reveal of this year’s Primetime Emmy Awards nominations. They were not disappointed. “Schitt’s Creek,” the quirky comedy series that has punched above its weight for Pop since [...]

  • Beyonce-HOMECOMING-Netflix

    Beyoncé, Sara Bareilles Vie for First Emmys as Ramin Djawadi Looks to Reclaim Throne

    Beyoncé and Sara Bareilles could add Emmy trophies to their awards shelves this year, having been nominated in key music categories Tuesday by the Television Academy. Beyoncé’s “Homecoming” special on Netflix was nominated in six categories, and four of those include a nod for the pop superstar herself. Only one of those is in a [...]

  • Disney Content Sales President Janice Marinelli

    Disney Content Sales President Janice Marinelli to Depart

    Janice Marinelli, president of global sales and marketing at Walt Disney’s direct-to-consumer and international segment, said Tuesday that she would step down from her role after a 34-year career at the company. “It has been an honor to work for this company and a privilege to work with so many outstanding professionals,” said Marinelli in [...]

  • Dusty Slay

    Late-Night Bookers Take to the Internet in Search of Emerging Comics

    With Netflix releasing a comedy special every week and YouTube offering a portal into both cutting-edge performance and the best comedy sets in history, it’s never been easier for audiences to access an endless stream of standup. But for fledgling comics, there’s still no more game-changing showcase than a five-minute slot on a late-night talk [...]

  • CBS HEADQUARTERS

    CBS Warns DirecTV, AT&T U-Verse May Drop Network

    Some of CBS Corp.’s biggest stations and its flagship network could be dropped from AT&T’s various cable and satellite services if a carriage agreement between the companies is not reached by July 19. “CBS has reached timely, fair agreements with hundreds of other cable, satellite, telco and internet providers to carry our industry-leading, fan-favorite programming,”  [...]

More From Our Brands

Access exclusive content