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NEW YORK BET’s off-channel marketing and creative services teams have developed a “No expense spared … except for the advertising” theme to promote the company’s third annual BET Awards.
The New York-based cable TV channel’s ad campaign, which is backed by a $2 million media budget, is meant to humorously communicate that all of the money is in the awards show broadcast, not the advertising.
The campaign encompasses radio, outdoor and transit advertising, TV spots on BET and other Viacom-owned networks, print ads in African American publications, as well as a promotional contest with CBS’s The Young and the Restless soap opera.
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