The campaign for the new Twentieth Television syndicated show that debuts in fall is designed to brand the insider status of the show’s three gossip reporters. “I’ve worked at Twentieth TV for a long time, but I’ve never been part of a show that has created the highest level of synergy across 21st Century Fox,” said Richard Dumont, SVP of marketing for Twentieth TV. Above: The show’s on-air team of (l-r) Elizabeth Wagmeister, Carlos Greer, Bevy Smith and John Fugelsang.
New ‘Page Six TV’ Getting Major Promo Push
Twentieth Television’s Page Six TV will launch in syndication this fall with a state-of-the art promotion campaign that will include episodics, a weekly Facebook Live video, a mobile app, an extensive PR campaign and a twice-weekly package — the Page Six Fix — that can be inserted into local newscasts.
The campaign, unveiled Wednesday to promotion managers at the PromaxBDA Station Summit, is designed to brand the insider status of the show’s three gossip reporters. It will leverage the promotional reach of parent company 21st Century Fox, syndicator Twentieth TV and its sister TV station group, as well as part of producer Endemol Shine North America.
“I’ve worked at Twentieth TV for a long time, but I’ve never been part of a show that has created the highest level of synergy across 21st Century Fox,” said Richard Dumont, SVP of marketing for Twentieth TV.
Based on the Post’s iconic Page Six gossip zone, the show stars actor John Fugelsang who serves as host; Elizabeth Wagmeister, entertainment reporter for Variety; Carlos Greer, a reporter for Page Six and Bevy Smith, host of SiriusXM’s Bevelations.
Joining the four regulars will be the Page Six TV Plus One, a rotating cast of guest hosts, most of them comedians. The Plus One offers “something unique to talk about and to refresh the show,” said Viv Zigler, president, digital brand and audience development for Endemol Shine North America.
The Page Six TV promotional campaign, which launched nearly six weeks ago, kicked off with Teaser spots that will give way to a Premise campaign, which establishes the show’s mission. Next will come a Differentiators phase, which will set Page Six TV apart from its competitors in gossip news TV.
“My favorite line from this phase is “while others are sweeping the red carpet, we are inside, collecting the real dirt,” said Rob Hughes, VP marketing at Endemol Shine North America.
Phase four of the launch campaign will spotlight the talent, making the frequent point that “it’s who’s on the inside that counts.”
Supporting the on air campaign will be digital outreach that leverages the New York Post’s 40 million monthly unique visitors and 170 million monthly screen views across iPhone and Android devices.
A Page Six app will launch this fall heavily featuring Page Six TV content. A Facebook Live video will launch every Monday at 1 p.m. ET, with the show’s hosts rotating to talk about the week’s Plus 1 guest host or some other news.
There will also be a 60-second launch spot specifically for social media as well as a number of daily content deliverables once in-season for stations’ websites and social media accounts.
Three PR firms have been retained to promote the show: Beck Media & Marketing; H+M, which will target Hispanics; and Rubenstein Strategic Communications.
Kelly Spall, manager of affiliate relations for Page Six TV, encouraged marketing and promotion managers at stations to alert her when celebrities come to their towns. “If there’s a hot story in your market, reach out to me and we will cut some custom copy for you.”
Talent will also be available to visit stations. “Think of the talent as your talent,” Spall said.
Spall’s team will also be sending to stations the Page Six Fix, a twice weekly package of gossip news that can be included in newscasts or run, in a 20-second edited version, as a spot.
Sponsorable Moments will be bankrolled so stations can sell them to local advertisers.