NBC unveiled a slate of new local marketing initiatives during an annual marketing conference with affiliates in Washington, including local brand marketing programs, a new brand equity campaign and local marketing and promotion tie-ins with the network's fall promotion marketing event with Colgate-Palmolive. Other affiliate marketing initiatives will include NBC's coverage of the 75th Anniversary of the Miss America Pageant and an interactive transition program spearheaded by NBC's participation in the new Microsoft Network.
This summer NBC will kick off a marketing program built around former Miss Americas sharing memories of their quest for the title, including programming vignettes that will provide windows for local NBC station advertisers. Lastly, NBC outlined plans for a joint NFL and NBC Sports campaign to promote the new NFL season and "NFL Live," along with new NBC prime-time shows. The campaign includes a 30-page newspaper insert sweepstakes promotion called "NBC/NFL America's Favorite."
The Entrepreneur Magazine Group, publisher of Entrepreneur, Business Start-Ups and Entrepreneur International, will provide a service called BizNET on the Microsoft Network, expected to launch late this August. Services on BizNET will include a small business roundtable, a library and a convention center that will host live chats.
Fresh Express Farms, Salinas, Calif., a marketer of packaged salads, this week launches a multimillion-dollar national TV campaign with two humorous spots, including one featuring Jim Hanks, brother of actor Tom Hanks, observing what happens to a loosely tied bag of lettuce vs. the pre-packaged salad. Freeman Blanshei Partners, San Francisco, handles.