Hallmark goes all out for the holidays

Hallmark Channel is going all out to promote its “Countdown to Christmas” programming. An installation at NYC’s Herald Square on Wednesday, November 18 and Thursday, November 19, sponsored by Cheerios, will feature over 500 illuminated Christmas trees, and the net’s Macy’s Thanksgiving Day float will feature a performance by Mariah Carey. The marketing effort also includes sponsorship of Carey’s Beacon Theater holiday show, Grand Central “Station Domination” with branded signage, an integrated skit on Jimmy Kimmel Live, partnership with Six Flags and a “Joy to the World” sweepstakes. But back to the trees. “Staging the Christmas tree maze in Herald Square…provides consumers with a fun and unique way to interact with our brand and get in the spirit of the season,” said Susanne McAvoy, EVP, marketing, creative and communication, Crown Media Family Networks.

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