Challenge
– Limited budget, declining ticket sales
– Need to heighten awareness, break through ad clutter supporting many local holiday events, and drive ticket sales for 2005 Lincoln Center NY performances
Solution
– Heighten awareness through a relevant and efficiently priced NY DMA local TV opportunity
– Co-Branded Sponsorship with NY Interconnect
– ABC Family’s 25 Days of Christmas Promo (Holiday 2005)
– 11/18-12/25
– Opportunistic period
– Substantial family holiday visitation to New York City
– 120 co-branded promo announcements
– :15 co-branded tune in unit + :15 branding Big Apple Circus unit
– Base schedule buy of $40,000
– No charge for co-branded units
Result
– Increased sales versus prior years when promotional support limited to newspapers and out of home support
– TV elevated to a prominent role in Q4 ‘06