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THE NEW YORK TIMES, TWENTIETH CENTURY FOX AND BLOOMINGDALE'S PLAN JOINT PROMOTION KEYED TO NEW 'HOME ALONE' MOTION PICTURE

THE NEW YORK TIMES, TWENTIETH CENTURY FOX AND BLOOMINGDALE'S PLAN
 JOINT PROMOTION KEYED TO NEW 'HOME ALONE' MOTION PICTURE
 NEW YORK, Nov. 9 /PRNewswire/ -- For the first time ever, from Nov. 15 to 29, The New York Times (AMEX: NYT) will run a major three-way joint promotion with a movie studio and a department store. The innovative and multi-faceted promotion has been created for "Home Alone 2...Lost In New York" -- pooling the efforts of The Times's sales promotion department; Twentieth Century Fox; Bloomingdale's and Young & Rubicam, Fox's advertising agency.
 In "Home Alone," the 1990 smash hit comedy film starring Macaulay Culkin, a young boy named Kevin is separated from his family and left to his own devices at home. This November, when Twentieth Century Fox unveils the sequel to "Home Alone," Kevin will be alone in New York -- and lost in the pages of The New York Times.
 Here's how it will work: Each day during the two-week period an ad will appear in The Times with the headline, "Kevin Lost in The Times?"
 Readers can enter the sweepstakes by finding a photograph of Kevin in another location in the paper and then mailing their entries to The Times or bringing them to The Next Generation for Kids, the children's department at Bloomingdale's, in all 14 store locations.
 The winner, chosen in a random drawing of correct entries, will, along with three guests, spend a weekend at The Plaza Hotel, a prominent location in the film, and will receive roundtrip transportation and a $1,000 gift certificate from Bloomingdale's.
 "We are delighted to be working with this illustrious team of marketing partners, and to be breaking new ground with them in a national promotion," said Erich G. Linker Jr., senior vice president of advertising at The Times.
 "The sweepstakes will be fun for readers, shoppers and movie-goers. It allows us to serve many of The Times's constituencies at the same time."
 Al Ovadia, president of Twentieth Century Fox Licensing & Merchandising, said the partners in the sweepstakes promotion share an interest in the youthful audience targeted by the movie.
 "This joint campaign makes especially good sense because 'Home Alone 2...Lost In New York,' The Times and Bloomingdale's are all interested in speaking to a young target audience, many of them parents," said Mr. Ovadia.
 Long respected for their unique marketing and special events, Bloomingdale's will support the promotion by staging a number of Home Alone 2 events. On Saturday, Nov. 14, Kevin look-alike contests will take place at Bloomingdale's throughout the country with the help of local radio stations. Thousands of children are expected to enter to win a role as model in an upcoming Bloomingdale's advertisement, special screening tickets for Home Alone 2, and a merchandise package from Fox. In addition, the store will carry an assortment of Home Alone 2 merchandise in its Toy and Children's departments.
 "We feel that Home Alone 2 is destined to be the ultimate family movie this holiday season, and we're delighted to have an opportunity to bring a preview of it to our customers, through merchandise and events," said Michael Gould, chairman of Bloomingdale's.
 Nancy Smith, executive vice president of media for Young & Rubicam, said: "This campaign represents the kind of creative merchandising and corporate partnership that many companies will be looking for in the years ahead, both for themselves and their customers. It is the result of fabulous teamwork."
 -0- 11/09/92
 /CONTACT: William Adler of The Times Company, 212-556-7077, Ann Stock of Bloomingdale's, 212-705-2439, Nancy Overfield-Delmar of Fox Licensing & Merchandising, 310-203-3243 or Nancy Smith of Young & Rubicam, 212-210-4742/
 (NYT) CO: New York Times Company ST: New York IN: K_Ko LHWssian youngsters.
 A Moscow Big Brothers/Big Sisters office will be dedicated at a press conference at the Moscow Writers Association, 53 Gertsen Street in the Tsentralnyl Dom Literatorov room at 11 a.m. Russian youth involved in the program will be in attendance.
 The Moscow-New York sister-city Big Brothers/Big Sisters office is located at 12 Ulitsa Raminki.
 The Moscow division has a waiting list of 60 children. Besides helping open the office, the American delegates will be meeting with American businessmen in Moscow to discuss future support for the Moscow office. They will also meet with representatives from several other Russian cities to establish a nationwide sister city arrangement with other American cities.
 With the switch to a free market society, Russia is confronted with major social problems, particularly among young people. Today, 70 percent of street crime in Russia is committed by youth.
 "Unless America can give Russia a social safety net which we have in the United States, and is basically establishing a non profit sector, then the free market economy in Russia could collapse," said Allan Luks, executive director of BB/BS of NYC. "We are setting up the Moscow organization the same way as we have in New York, using volunteering to match caring adults with kids who need grownup role models."
 The American delegation consists of Luks, Edward Gardner, chairman of BB/BS of America, Raymond Klemmer, president of BB/BS of NYC, and Janet Fancher, head of the agency's program department.
 Viktor Pashkovsky has been named executive director of the Moscow office.
 -0- 11/9/92
 /CONTACT: Allan Luks, in Moscow: 7-095-166-4984, or Viktor Pashkovsky, in Moscow: 9321148, or Bruce Fabricant, 212-886-3366, all of Big Brothers/Big Sisters of New York City/ CO: Big Brothers/Big Sisters of New York City ST: New York IN: SU:


TS-OS -- NY063 -- 8697 11/09/92 12:16 EST
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