Court TV Re-brands with 150,000 Premiums
Court TV isn’t just about trial coverage anymore.
To build excitement over its daytime and primetime identities, Court TV launched its largest outdoor campaign in New York City on Monday, seeding 150,000 premiums to consumers as part of a one-day guerrilla marketing campaign.
Street teams dressed in white shirts branded with two word statements— Alibi, The Informer and The Witness— T-shirts, mirrors and mints branded with the network’s new logo, “Seriously Entertaining” in high traffic areas during the 12-hour campaign.
The stunt played off Court TV’s recent re-branding effort to reflect two distinct types of programming— TV Networks for news and trials during the day and Court TV Seriously Entertaining for movies and documentaries for evenings and weekends.
As part of the promotion, Court TV devised an ad campaign theme, “things might not be as they seem or appear,” to create excitement over its new primetime schedule. Court TV plastered ads on taxicabs, telephone booths, sidewalks and billboards with two-word messages to push consumers to think things weren’t always as seemed. For example, an ordinary taxicab became a “getaway car” or standard deli bag could actually hold “the stash.”
“We are changing people’s perceptions,” said Kathi Palminteri, director of consumer promotions, Court TV. “We have a fresh, bolder new look.”
Court TV delivers its trial and news coverage during the day (9 a.m. to 6 p.m.), while at night the network expands its entertainment line new series The Takedown, LA Forensics and Parco PI. The Seriously Entertaining tagline is designed to attract a younger demographic to keep the network “fresh,” Palminteri said.
Outdoor ads and p.r. materials supported. New York City-based Universal Buzz handled.
