'Bridezillas and the Bundle' Collaboration to Provide Cable Partners with Customized Campaigns to Drive Sales of Valued Bundle Service
April 17, 2006, New York, NY – Rainbow Media announced today the launch of 'Bridezillas and the Bundle,' a unique customized affiliate marketing initiative designed to help cable partners drive sales of their localized bundle services and target valuable female customers who subscribe to digital products. Through strategic collaboration with individual cable operators, the campaign differentiates itself from other industry efforts by providing MSOs across the country with a personalized grassroots marketing plan that will address specific business objectives and showcase the actual bundle services being marketed at the local level.
The promotion was developed in conjunction with several MSO partners over the past several months and centers around a fully customized :30 cross channel spot that communicates a localized bundle message through the recognizable franchise of WE and its popular Bridezillas series. The creative utilizes the WE brand and its highly desirable demographic by employing a fictitious harried Bridezillas to deliver the powerful message that women will save money, time and simplify their lives by purchasing and using bundled services from their local cable company. In addition to the customizable spot, WE is providing systems with the WE Bundle Toolkit, which includes promotional support such as print ads; direct mail; banner ads and a broadband package. The Rainbow Affiliate team will work closely with systems to help them identify and promote what will best meet local business objectives.
"Rainbow's new affiliate marketing campaign is designed to provide each local cable operator with a strong marketing voice to sell their bundle services," stated Todd Green, SVP Affiliate Marketing and Local Ad Sales. "This initiative is more than just supporting the bundle package, it's about listening to the local needs of each system and designing a customized grassroots campaign that works. This is not just one single initiative, rather we are building a series of customized and localized campaigns where the real stars are the operator's specific products and services."
The campaign was developed in response to a high demand for a marketing initiative that will help operators drive sales of bundled services, including digital, high speed internet and telephony, widely seen as a key competitive advantage for the cable industry. According to a recent study from Parks Associates, annual revenue from bundled services is estimated to reach $119.5 billion by 2010, with 39% of U.S. broadband households currently subscribing to a bundled service
In conjunction with today's launch, Rainbow announced that Cablevision, Charter and Cox will be the first MSOs participating in the initiative.
"It's great when our valued programming partners believe in the power of our bundle and take the initiative to develop spots that communicate cable's position as the best choice for bundled services" stated Joe Rooney, SVP of Marketing for Cox Communications. "By collaborating with Rainbow's affiliate team early in the process, we were able to help steer the advertising strategy and accomplish our business objective."
Today's announcement is part of a broader strategic affiliate marketing effort by Rainbow's Affiliate Marketing team to better serve distributors and help them meet business goals by maximizing the value of Rainbow's products in the local marketplace. The 'Bridezillas and the Bundle' campaign is the latest in a series of strong affiliate promotions from Rainbow Media Affiliate Marketing team including AMC's legendary Monsterfest; IFC's Film School; Mag Rack's "Watch to Win" Sweepstakes; and two recent sportskool retention and awareness campaigns which culminated in local community events with Olympic great and sportskool talent Mia Hamm.
About WE's Bridezillas' Programming
Bridezillas follows seemingly normal brides-to-be to the altar and proves once and for all that the picture perfect wedding doesn't happen overnight. You'll never see weddings the same way again after you've witnessed these Bridezillas in action. Whether it's an ill-fitting dress, an unmanageable guest list, droopy flowers, or a pesky mother-in-law, these brides-to-be will make sure that whatever the problem is, it will be fixed to their liking. Even if it takes a ruthless Bridezilla to do it! Last year, the program garnered record ratings for the network and is currently the highest rated original series in WE's history to-date.
About Rainbow Media Holdings LLC
A leader in the entertainment industry, Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation. Rainbow creates and manages some of the country's most compelling and dynamic programming with linear networks including national networks – AMC, fuse, IFC (The Independent Film Channel) and WE: Women's Entertainment; its regional programming service – Rainbow Sports Networks; on-demand networks including Mag Rack and sportskool; and the largest suite of high definition channels available anywhere – the VOOM HD Networks. Rainbow's other businesses include its film distribution, production and exhibition division – IFC Entertainment; in addition to its advertising sales division – Rainbow Advertising Sales Corporation – and its full service network programming origination and distribution company – Rainbow Network Communications.
About WE: Women's Entertainment
WE: Women's Entertainment is the only cable network dedicated to helping women connect to one another and the world around them. With quality original programming including the hit series "Bridezillas," unique movie packages like "Three Men and A Chick Flick," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests in pop culture, relationships and personal style. WE: Women's Entertainment is a subsidiary of Rainbow Entertainment Services and is currently seen in over 55 million homes.