As a lifelong film enthusiast with a penchant for all things heartwarming and festive, I can’t help but be captivated by the enchanting world of Hallmark Channel and its latest ventures. From the charm of their classic Christmas movies to the innovative initiatives they’ve recently undertaken, it’s clear that this beloved network has taken the concept of “connecting people” to a whole new level.
From my perspective, if Hallmark’s business model were scripted as a Hallmark movie, the tagline would be simple and heartwarming: Fed up with the routine dating scene, I, a diligent woman, am ready to explore uncharted territories. As I embrace novel adventures, I envision a future that surprises everyone, even myself.
In the dynamic world of entertainment, I understand that the industry is going through challenging times, with numerous layoffs and budget reductions happening all around. Yet, at Hallmark Media, we’re acutely aware that our success hinges on keeping our audience engaged with fresh, innovative concepts. As we approach our peak season, we’re excited to unveil a host of initiatives designed to immerse fans deeper into the Hallmark experience. These include intricate fan events, the launch of a groundbreaking app, a significant NFL partnership, and the inaugural holiday cruise – all aimed at making this season truly memorable for everyone involved.
In order to keep up with consumers’ preferences, we need to follow them. Consumers are more interested in doing activities rather than accumulating possessions. So, how can we facilitate this shift?” This is a question that Lindsey Roy, senior VP of branded experiences and a 25-year veteran at Hallmark, has been pondering lately as she observes the evolving trends.
Diehard Hallmark shoppers are consistently purchasing cards, decorations, and presents, while devoted viewers of the Hallmark Channel never fail to catch “Countdown to Christmas.” However, Darren Abbott, the top brand officer, recognized a chance to unite these two groups of fans.
According to Abbott, who’s been with the company for 28 years and began his career in the cards department’s lettering team, consumers don’t perceive any distinction – Hallmark remains Hallmark.
As a die-hard movie enthusiast, I’m thrilled to share that last month marked the debut of Hallmark+’s streaming service. Now, all I have to do is sit back and enjoy their content to earn Crown Rewards points and gifts! The platform isn’t just about movies and series; it also offers unscripted content like “Finding Mr. Christmas,” a show that’s on the hunt for Hallmark’s next heartthrob. The lucky winner will star in a brand-new Christmas movie this year, and get this – Jonathan Bennett not only hosts the show but co-created it too!
According to Abbott, many brand heads emphasize making their brands relatable. However, achieving this can be costly and challenging. A successful approach is by presenting the brand in an honest manner that encourages people to view it from a fresh perspective.
For instance, Hallmark’s profitable NFL collaboration was established in a very natural manner, as you might expect from such an arrangement.
The fun began in January, as the Kansas City Chiefs enlisted popular Hallmark actors Tyler Hynes and Janel Parrish to create a parody romantic comedy movie trailer, marking their post-season festivities. Hallmark was thrilled with this development, and it seemed perfectly timed – the Chiefs were capitalizing on the love story that had been grabbing everyone’s attention: Taylor Swift and tight end Travis Kelce were in a relationship.
However, there’s more to it than just an increase in female viewership. As Mark Donovan, the Chiefs president, points out, the number of female fans has skyrocketed since the relationship started. In fact, they now outnumber the male fans. Interestingly enough, the demographics for NFL and Hallmark are quite similar: Over half of viewers during the “Countdown to Christmas” on Hallmark also watched sports. During that same period, 24% of Hallmark’s total daily audience were males.
It’s quite logical that a partnership emerged: Hallmark’s base is situated in Kansas City, and its founder, J.C. Hall, substantially invested in the region, transforming it into a generous gift for the city.
Above all, the goals of the NFL and Hallmark match perfectly. As Abbott explains, “Sports unite people, and that’s the essence of our brand.” Following their joint post-season promotion, discussions for collaborative film production between the two organizations commenced.
Donovan admitted he was unaware of the potency and appeal of the Hallmark brand, let alone who ‘Tyler’ was. This was before the Chiefs’ initial game, as they sat in the pavilion next to Arrowhead Stadium. However, after conducting his research, he realized not only is Tyler a renowned figure, but his fan base is a goldmine for us as a football team, particularly as we grow. We already have a dedicated fan base, but this extends our reach beyond it.
Indeed, Donovan emphasizes another significant aspect: “When Taylor and Travis perform simultaneously, it’s an extraordinary blend,” he says.
“Holiday Touchdown: A Chiefs Love Story” featuring Hynes and Hunter King is one of the 47 new movies set to air during the 15th annual “Countdown to Christmas”. In the upcoming two months, Hynes will appear in a total of five productions by the company. These include “The Groomsmen” trilogy (October 17, available on Hallmark+) and “Three Wiser Men and a Boy” (Nov. 23). Notably, Hynes is also an executive producer for all three films in the “Groomsmen” series.
However, unlike other productions, “Holiday Touchdown” stood apart with larger budgets and a cast of over 500 extras on set at Arrowhead Stadium. Notably, Coach Andy Reid, several players, and Kelce’s mom, Donna Kelce, were featured in the film, lending an enigmatic air to the filming location.
Hallmark has planned the premiere of its movie on November 30th to coincide with their first “Christmas Experience” weekend, which takes place outside Hallmark HQ at Crown Center. This interactive event includes Christmas markets, unique Hallmark products only available at this event, and daily tree lightings using one of the world’s largest Christmas trees. The festivities continue across four weekends.
Over 40 actors from Hallmark and approximately 60 artists will join in this event, featuring both free events and those requiring tickets, along with VIP packages priced at $699 each. Once the VIP packages were sold out, Hallmark made available individual ticket options. The “Christmas Experience” anticipates welcoming around 80,000 visitors from every U.S. state and 14 different countries.
However, one of Hallmark’s most daring ventures is the inaugural “Hallmark Christmas Cruise,” a four-night voyage to the Bahamas in November. The cruise prices, ranging from $1,265 to $9,216 per person, were snapped up in hours, shattering Norwegian Cruise Line’s records. A staggering 70,000 people expressed interest, leading Hallmark to arrange a second sailing that also sold out within a day.
Could we figure out why such a massive reaction is occurring? Is it solely due to brand devotion, or might there be additional factors at play? Roy proposes a theory.
She emphasizes that our actions have consistently been guided by a clear objective – bringing people together. In these trying times, the need for our mission is greater than ever, and we’re committed to keeping up with innovative solutions that align with our core purpose.
Long story short: Hallmark fans like to leave the Christmas lights up ’til January.
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2024-10-17 19:17