When it comes to upfront events, companies traditionally hold their presentations and then have a party afterward. But Hallmark Media is doing things differently this year.
The company entered the 2023 upfront season with a two-pronged approach for its messaging. It began hosting a variety of branded events March 21 and will continue through mid-April, allowing clients to choose their own Hallmark adventure.
“We were going to look to create these experiences,” Ed Georger, evp, ad sales and digital media, Hallmark Media, told Adweek. “And give our clients an opportunity to engage in these personal experiences under the umbrella of bringing that love and that joy that our brand stands for and immerse our audience into the world of Hallmark.”
The events included everything from a two Michelin star farm-to-table retreat and private pizza tours to a wellness-inspired evening and an exclusive, one-of-a-kind baking class at Magnolia Bakery.
“Flexibility is a keyword in our business, so we gave our clients the flexibility to pick the one that fits their schedule and desires,” Georger explained. “And each one of them was a way for us to reconnect face-to-face, talk about our brand, talk about what we’re doing and do it in an environment that brings people together.”
Then, following the reception-like events, the company is getting down to business.
In addition to the experiences, Hallmark is following up with virtual and in-person meetings with clients and partners to talk more traditionally about the company’s message and offerings, and learn how to deliver solutions.
“We gave people a choice to choose the experience they were most interested in, and those are, again, ways to connect, ways to bond, ways to celebrate our partnerships, knowing that we’re going to come back around, door-to-door, with a more formal presentation that speaks to not only what we’re doing, but an opportunity for them to tell us what’s important to their business,” Georger said.
Countdown to the upfronts
Regarding the company’s messaging, Hallmark has a strong story to tell, the evp of ad sales explained.
“A big part of our story continues to be the strength of Countdown to Christmas and our holiday position,” Georger said. “For nine years in a row, [Hallmark Channel is] No. 1 during the fourth quarter, driven by that holiday position.”