Having completed a $30 million launch campaign for Fox Family Channel, entertainment agency Pittard Sullivan is preparing the next phase of the cable channel's marketing effort.
Over the coming weeks, the Culver City, Calif., agency will be promoting Fox Family Channel's kids-oriented programs, with a particular emphasis on its prime-time lineup of original series, specials and movies, according to agency president and co-founder Ed Sullivan. "With the launch we said, 'Look, this is who we are.' Now we want to say, 'This is what you'll get,'" he said.
The tagline, developed for the launch campaign, remains "Fox Family Channel. You belong."
Sullivan said his staff is focusing on two major marketing initiatives for the remainder of the year: promoting specific time blocks and shows, and backing programming that will air during Halloween and the holidays.
For the launch campaign, which continues for about another month, Pittard Sullivan created the strategic position, an integrated ad campaign and the on-air identity package, including IDs, program opens and interstitials. The agency collaborated on media planning with J. Walter Thompson, Los Angeles, which handles the channel's media buying.
Supporting the launch is a sweepstakes promotion, in which the client will give away more than $100,000 worth of prizes, including Florida vacations and a holiday dream house. Fresh Produce Entertainment, a Culver City production company, created a 10-spot TV campaign supporting the promotion, which continues through next month.
Fox Family Channel's children and family-oriented programming includes Mr. Bill Presents, Show Me the Funny, and I Can't Believe You Said That.
The Los Angeles-based channel, which debuted Aug. 15 on what was previously the Family Channel, is a division of Fox Family Worldwide. It is owned by News Corp. and Saban Entertainment.
Fox Family Channel drew an average of nearly 600,000 prime-time viewers during its first week as the cable industry scored record ratings across the board during the August survey period.