HISTORY Upfront Campaign
HISTORY asked us to come up with a clever way to raise awareness of their 2010 programming and advertising opportunities. i&D developed a unique, multi-platform campaign that engaged Ad Buyers across the country, and seamlessly integrated their new on-air branding. We created fresh, cohesive sales presentations, and encouraged clients to interact with the new brand through a unique and memorable online program.
The Result a fun and exciting online campaign, and cohesive presentation materials that increased awareness and ad sales.
Making HISTORY Online Competition
HISTORY rebranded in 2010, including the addition of the tagline “HISTORY – MADE EVERY DAY” which embodies the network’s new contemporary take on history. We took this manifesto and developed the Making HISTORY Competition – a cool online program that generated a buzz around the new HISTORY brand and its programming by inviting clients to make their own history. They were encouraged to record, watch and share their moments in the form of a photo or video for chances to win exciting prizes. The website also showcased sneak previews of HISTORY programming.
Email Blasts, Prize Insert Card, E-Signature and Branded Prizes
Each week featured a new challenge theme – your personal history, the most exciting moment of that week, and your fellow history maker. Email blasts were created by i&D to announce the competition and each week’s challenge. Graphic email signatures also helped drive traffic to the website. Insert cards were sent out with every HISTORY-branded prize thanking the players and reminding them to keep playing every day, providing maximum brand exposure and excitement.
2010 / 2011 HISTORY Upfront Sales Presentation
i&D created the 2010 / 2011 HISTORY Upfront Sales Presentation to provide Account Executives with a powerful and flexible sales tool. HISTORY’s new on-air branding was seamlessly integrated, ensuring cohesion across all marketing materials. The final presentation was created in PowerPoint and Custom Show.
Customizable Sales Presentations
Using the look and feel established in the Upfront Presentation, i&D developed an easy-to-use template system for HISTORY’s Sales Decks. This enabled AE’s to create their own unique presentations that always maintained the overall Upfront style and followed the HISTORY brand guidelines.
Program-specific slides that followed our established style were created by i&D to allow AE’s to cater their presentations to the specific needs of their clients.
We also developed a Style Guide and a library of creative assets, which were provided to the entire HISTORY sales team, to ensure that synergy would be maintained across all presentations.