New York, NY, August 1, 2003 – It’s “Surf’s Up” once again for Fuse, as the nation’s only-all music, viewer-driven network unveils the second phase in its spirited rebranding campaign with a massive billboard in Times Square on August 4.
The new campaign, entitled “The Fuse Beach House,” builds upon the success of the network’s much-talked about debut campaign, “Saving the Music Video” starring Sally Struthers. The centerpiece of the new advertising and guerilla marketing blitz is a Times Square billboard featuring on-air personalities Marianela and Juliya in front of their summer weekend destination of choice – a mobile home that is far more trailer park hellhole than fashionable Hampton’s getaway. The headline: “It’s not the Hamptons, it’s not near the beach…it’s not even a house!”
Fuse’s latest campaign of strategic kitsch was created by Amalgamated. It includes four additional variations featuring Fuse’s four on-air personalities Steven, Dennis, Marianela and Juliya, in equally seamy summertime retreats wallpapered with weird characters. In one ad, VJ Steven is ensconced in shabby motel hell with the headline – “Come for the music videos… Stay for the hooker!” Marianela and Juliya are together again at the front of a line of oddballs waiting to use a Port-O-San in an alley with the headline – “Tons of music videos, but only one bathroom.” VJ Dennis is found by a less than sanitary outdoor pool with the headline – “Watch music videos and take a dip in our Olympic-sized fun puddle.” These ads will utilized on telephone kiosks in Times Square, as well as wild postings (posters) and postcards to be distributed throughout Manhattan and to the trade. The settings were also used for a series of on-air promotional spots that will air on the network.
Fuse will once again support the theme of the advertising with aggressive guerilla marketing activities in high-traffic locations, including an appearance by the beach house in front of the network’s street-front studio near Penn Station. The Fuse Beach House will serve as a broadcast location for Fuse’s live interactive daily show, IMX: The Interactive Music Xchange.
“Having a big summer beach house is great, one of the true luxuries for the modern city-dweller with money to burn,” states Fuse President Marc Juris. “But, in my opinion, a music network should be more concerned about investing in music and music programming than presenting summer lifestyle hijinks.
“Maybe our beach house isn’t so terrific, maybe it’s a little rundown and reminiscent of The Grapes of Wrath,”continues Juris. “The splendor that is missing from our little piece of summer heaven is more than made up for by the high-quality of our summer music programming line-up.”
Fuse is the nation’s only all-music, viewer-influenced television network, featuring music videos, exclusive artist interviews, live concerts and specials — all rooted in the music experience. Fuse reflects the rapidly changing interests and attitudes of its 12-34 year-old audience by uniting the media platforms that are at the center of their communication and entertainment – TV, online, and interactive games – and by incorporating their opinions and suggestions into its on-air and online programming. More information about Fuse is available at www.fuse.tv.
About Rainbow Media Holdings, Inc.:
A leader in sports, news and entertainment programming, Rainbow Media Holdings, Inc. is a subsidiary of Cablevision Systems Corporation (NYSE:CVC). Rainbow owns and manages national networks: AMC, Fuse, IFC (The Independent Film Channel) and WE: Women’s Entertainment, as well as Mag Rack, a collection of on-demand video magazines. Rainbow’s other businesses include its regional programming services — MetroChannels, News 12 Networks and Rainbow Sports Networks – in addition to the Rainbow Advertising Sales Corporation and Rainbow Network Communications. Rainbow is a 50 percent partner in Fox Sports Net.