Field Reports16 Aug, 2010 By: Jackie Jones Response
HSN Partners With Sony For ‘Eat Pray Love’ Promotion
By Jackie Jones
ST. PETERSBURG, Fla. — The Home Shopping Network (HSN) and Sony Pictures have partnered to launch an integrated campaign for the film “Eat Pray Love,” based on the best-selling book by Elizabeth Gilbert.
The campaign includes direct mail pieces, online advertising, mobile media, print advertising and television ads pushing a three-day shopping event meant to take HSN viewers on a journey with Gilbert, the film’s main character, according to Bill Brand, EVP of programming, marketing and development for HSN.
“There are different phases to build awareness and inspire customers to tune in and ultimately make a purchase,” Brand said.
Direct mail pieces were distributed mid-July, and HSN hosted the three-day shopping event Aug. 6-8, featuring products tied to the film, such as a Delonghi pasta machine meant to conjure images from Italy, Brand said. “It’s all about surprising and delighting our customers,” he added.
Consumers can currently visit an “Eat Pray Love” landing page on HSN’s site, www.hsn.com, where they can sign up for E-mail alerts and purchase products.
The network began its E-mail marketing push near the air date of its August event, and has created banner ads and various newsletters and a program guide to send to customers, as well as created full-page ads for Elle and Lucky magazines, according to Brand, who added the goal of the campaign was customer retention. “We want to inspire customers to shop again and watch this great event,” he said.
“Eat Pray Love” debuted in theaters on Aug. 13.
Global Ad Forecast Optimistic for 2010
By Jackie Jones
NEW YORK — The global ad business is strengthening, according to a new forecast that improves outlook for worldwide spending and swings expectations for North America from a loss to a gain in 2010.
Global ad spending should increase 3.5 percent this year, an improvement on the 2.2-percent growth first forecasted back in April, according to ZenithOptimedia. Earlier forecasts had predicted North American ad spending would decline 1.5 percent, but ZenithOptimedia now expects an increase of 1.3 percent, as well.
“This is because consumer confidence and spending recovered quite strongly in the U.S., despite persistent unemployment,” ZenithOptimedia said in its forecast.
Despite the change in expectations, North America’s growth still remains the smallest of any region. Western Europe is expected to gain 2.2 percent this year; the Asia Pacific region could gain 5.8 percent; a 10.6-percent gain is expected in the Asia Pacific region excluding Japan; both Central and Eastern Europe and Latin America should see a 7-percent jump; and Africa, the Middle East and the rest of the world is expected to gain 6.9 percent.
Recovery of the ad market is still lagging prior cycles, the forecast noted. “A strong downturn in global ad expenditure has historically been followed by a sharp rebound three years later,” ZenithOptimedia said. According to the forecast, growth should equal about 5.3 percent by 2012, a smaller rate of recovery than has followed previous downturns.
ZenithOptimedia’s forecast also looked at television and Internet ad growth. TV is expected to receive 40.8 percent of global ad spending in 2012, up from 39.2 percent in 2009 and 38 percent in 2008. Internet continues its global climb, according to the forecast, which predicts its overall spending should rise from 10.5 percent in 2008 to 12.7 percent in 2009 to 17 percent in 2012. In the U.S., mobile advertising and social media are growing more quickly than any other digital format, ZenithOptimedia’s forecast showed.