Children's Television Workshop to implement a first-time-ever $1 million "Top of Mind" ad campaign in support of "Sesame Street".NEW YORK--(BUSINESS WIRE)--Nov. 11, 1996--Children's Television Workshop (CTW CTW Total Carat Weight CTW Children's Television Workshop CTW Corporate Travel World CTW Conquer the World CTW Context-Tree Weighting CTW Changing the World CTW Carbon Trade Watch CTW Computer Trade Weekly CTW Communications Theory Workshop ), the internationally renowned creator of high-quality children's programming, will begin to implement a $1 million ad campaign this month in support of its long-running and well-loved educational program "Sesame Street Sesame Street is an American educational children's television series for preschoolers and is a pioneer of the contemporary educational television standard, combining both education and entertainment. ," according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Allyson Kossow Felix, vice president of marketing and communications for CTW. The media campaign will coincide with the launch of "Sesame Street's" 28th season on the air, and is the first time that CTW has made an off-PBS ad buy. The Smash agency, who previously produced award-winning "Sesame Street" promos, created the new "Sesame Street" ads and the SFM SFM Sustainable Forest Management SFM Science Fiction Museum (Seattle) SFM Switch Fabric Module (Cisco Systems) SFM Scanning Force Microscope SFM Société Française de Microbiologie Media Corp., the country's leading independent media agency, has been retained to plan and implement the media buys. The media campaign is based on "Sesame Street's" critical "It Works" message: In a Markle Foundation The Markle Foundation is an organization concerned with technology, health care, and national security. People associated
The ad buys will be executed throughout the fourth quarter of 1996 and first quarter of 1997 and will be focused on broadcast media, with the emphasis on a "broad reach" television strategy as well as supplemental radio. The campaign seeks to brand and reinforce a strong identity for "Sesame Street" aimed at both working and stay-at-home mothers, primarily aged 18-34 and secondarily the 34-49 year-old group. "We anticipate that this will be a breakthrough campaign for `Sesame Street' to increase awareness of the show as the most effective educational and entertainment vehicle for preschoolers, as shown by research indicating higher school test scores among our viewers," said Felix. "It's intended as a campaign to renew the impressive value of the `Sesame Street' brand and keep it `Top of Mind' with America's young mothers," she continued. The television strategy will target multiple dayparts and combine both high-profile and "efficient" programming. This will encompass early-morning programs such as "Good Morning, America," daytime syndication and talk shows including "Rosie O'Donnell Roseann Theresa "Rosie" O'Donnell (born March 21, 1962 in Bayside, Queens, New York) is an 11-time Emmy Award-winning American comedian, television talk show host, author, celebrity blogger, gay rights activist, film, television, and stage actress. " (a frequent guest star on "Sesame Street") and "Maureen O'Boyle," daytime soaps such as "All My Children," "One Life to Live" and "General Hospital," cable networks including USA, Lifetime, TBS, BET and Nick-At-Nite, as well as high-profile prime-time series "Seinfeld" and "Mad About You." A radio campaign will target women 18-34, spanning morning and evening drive programs as well as weekend, late-night and midday programming. According to Timothy McHale, vice president and account media director for the SFM Media Corp., "SFM kept the newsworthy nature of the `Sesame Street Works' campaign in mind throughout the entire media planning and buying process, emphasizing the education benefits to be reaped from watching the show. "The media has been extremely receptive due to the new environment in support of educational kids' programming, and they see this campaign as a way to provide great philanthropic benefits to the viewing community," he continued. SFM selected programming to reach young mothers with an emphasis on women who work outside the home, who may have forgotten the power of "Sesame Street," or who need to ensure that their child's care-giver turn it on while they are away. In addition to the media buys, an intense value-added campaign is being implemented to capitalize on Cap´i`tal`ize on` v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. the intrinsic benefits and value that "Sesame Street" brings to the table. For example, along with negotiating the national buy, TV and radio talk show partners will also provide in-programming mentions and interviews with Big Bird or Bert and Ernie Bert and Ernie are two Muppets on the long-running PBS children's television show Sesame Street. The two appear together in numerous skits, forming a comic duo that is one of the centerpieces of the program. to illuminate the message. Several national radio networks have agreed to do a special feature on educational programming, along with a phone-in contest to give "Sesame Street" movies away over the air. Children's Television Workshop Children's Television Workshop: see Cooney, Joan Ganz. is the world's leader in educating and entertaining children, having reached over 120 million children in more than 130 countries. The company's expertise extends over a range of media including television, home video, software and publishing, as well as licensed products and community outreach efforts. The company's roster of projects includes "Sesame Street," "Ghostwriter ghost·writ·er n. One who writes for and gives credit of authorship to another. Noun 1. ghostwriter - a writer who gives the credit of authorship to someone else ghost ," "CRO," "Creative Classroom," "Kid City," "3-2-1 Contact" and "Big Bag," a new one-hour preschool show which debuted June 2, 1996, on the Cartoon Network For Cartoon Network outside of the United States, see . Cartoon Network is a cable television network created by Turner Broadcasting which primarily shows animated programming. . CONTACT: Children's Television Network Ellen Lewis, 212/875-6396 or Pryor & Associates Carina Carina (kərē`nə) [Lat.,=the keel], southern constellation, representing the keel of the ancient constellation Argo Navis, or Ship of the Argonauts. Carina contains Canopus, the second brightest star in the sky. Sayles, 818/382-2233 |
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