The new promo push focuses on ‘IonThusiasts’ and celebrates the networks key demos of adults 25-34, 35-44 and 45-54.
Ion Unveils New Look, B2B Campaign
Beginning today, Ion Television will launch a multi-tiered B2B campaign that introduces the “IonThusiasts,” announced Chris Addeo, VP, marketing, Ion Media Networks. To coincide with the launch of the campaign, Ion will also introduce its new flagship network logo and graphics package under its established “Positively Entertaining” tagline.
The “IonThusiasts” campaign will be targeted to advertisers through a set of media buys across multiple platforms including print, online and out-of-home advertising. Illustrating the factors that drive Ion’s key demos (adults 25-34, 35-44 and 45-54) to the channel, the network has also designed innovative print advertising featuring a pop-up insert (representing a room in the home of each Ion demo) and out-of-home elements that include billboards and subway, bus, and telephone kiosk posters spread throughout the New York, Los Angeles, Chicago, Detroit and Atlanta markets.
Barker DZP, a New York-based agency, developed the positioning and supporting creative. The central component of the “IonThusiasts” campaign “speaks to the consistency and frequency of the Ion Television viewer, celebrating their impact, influence and engagement with the network,” Ion said.
In 2012, the results of two independent research studies conducted by the network verified that Ion leads all of cable in adult co-viewing in households watching TV together, the network said. According to the data, Ion is also No. 1 in cable for hours watched per viewer, and 69% of these deeply committed viewers are watching marathons on a routine basis.
“Ion viewers are highly engaged and unique in their passion for the network’s programming,” said John Barker, chief idea officer, Barker DZP. “They make an appointment to watch this content live for several hours at a time, which is why ‘IonThusiasts’ is such an appropriate descriptor.”
The “IonThusiasts” campaign builds on last year’s B2B campaign, “Ion Delivers,” in which Ion reported a 33% upfront year-over-year increase in revenue and saw 35 new advertising partners.
BRAND CONNECTIONS
Comments (3)
Pierre Jaspar says:
March 5, 2013 at 6:38 am
My question…. How is ION different than “My Network TV?” We know the name is different, the tagline is different, the moniker is different… but beyond that, there is a little confusion as to what difference the 2 networks have. In some cases, the programming is the same or interchangeable. In some cases, ION was dropped off of cables too. SO I must ask… what separates ION form My Net? If I have to ask, or an advertiser has to… something is not getting done properly. For buyers, one must be able to tell what “channel” as they call it, is what and how it differs to the viewer(s). When ION was oldies TV with Mama’s Family, Boston Legal, and other older shows. Then it was separated from other “channels.”
Kathy Enders says:
February 22, 2014 at 9:02 pm
Re-branding is perfect way to step up with new marketing evolution,, this will surely a great idea for business that needs to have change in business innovation. Along with that idea, some company consider the use of direct mail to promote their new innovation, check http://www.digiteksf.com/direct-mail/ to know more.
DonaldBruce says:
October 13, 2021 at 1:33 pm
Ideally, a database of contact leads will be searchable, organized, and easy to navigate for the end user. Clients should be able to rapidly access the database of company contacts and prospecting methods that contains the information that they are looking for, whether it is a list of social network contacts or a list of promotional offers and materials – https://getprospect.com/blog/5-sales-prospecting-tips-to-accelerate-your-b2b-sales-cycle . When using a lead management database like HubSpot’s, marketers can save time and effort because they have access to relevant, organized resources that are specific to the numerous campaigns they are currently executing.