Cartoon Network is upending tradition for this year’s Upfronts, the season in which networks pitch new and returning shows to advertisers. Instead of waiting for advertisers to come to it, the network is going on the road with the Cartoon Network Road Tour.
In a junket that started in late January and goes through March, network, ad sales, marketing and programming executives are hitting more than 15 key cities across the country to visit clients and promotional partners. Along with its presentation, the network also “takes over” the building at each of its visits with custom activations, including distribution of unique branded premiums to employees (see the photo below).
“With our network branding and content strategy in place and working, we couldn’t see any reason to wait to share it with our partners,” said Stuart Snyder, president and chief operating officer, Turner Broadcasting’s Animation, Young Adults and Kids Media (AYAKM) in the release announcing the tour. “So we’re taking our message directly to them to help set the stage for optimum growth into the 2013-14 season.”
With more than a dozen new productions (including Incredible Crew, which debuted January 24), multiple returning hits and several new specials planned, we don’t have the space to describe it all here, which is why you should head over to Cartoon Network and start planning your TV viewing now.