In the third of a three-part series centered around key holidays, Hallmark this weekend celebrates Mother’s Day with a skating event showcasing some of the world’s top skaters called the Hallmark Skater’s Championship.
The televised competition airs May 3 on CBS, featuring 13 skaters, including Brian Boitano, Oskana Baiul, Ekaterina Gordeeva, who will skate with her young daughter for the first time, and Jozef Sabovcik.
“We couldn’t be more excited about this, what it’s going to do for skating fans as a show and for Hallmark as a brand,” said Kevin Adler, VP-sponsorships and events for Relay Sports and Event Marketing in Chicago, which is Hallmark’s AOR for sponsorship and event marketing.
Hallmark will be the sole brand represented on site, with rink boards and other exclusive signage delivering the overall theme of the show “celebration and support” to reach its target audience, women ages 45 and older.
An on-site interactive area, the Hallmark Card Sending Station, allows event attendees to send a holiday card courtesy of Hallmark. (At a similar event at the 2002 Salt Lake City Winter Olympic Games, about 90,000 cards were sent around the world).
Nine retailers participated in in-store promotions in the Colorado Springs area where the show was taped this week. POS materials promoted the show and offered a chance to win two tickets to the event.
The previous two skating events were to promote sales during Christmas and Valentine’s Day.
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