For its upfront, Hallmark Media is opting for a series of curated excursions rather than the traditional grand presentation more commonly seen during the negotiating season. 

From March 21 to mid-April, Hallmark will host smaller groups of advertisers and agencies. These events, which the network said are up to invitees to choose, include a farm-to-table dining retreat, a wellness evening with celebrity fitness instructors, a baking class with Magnolia Bakery and a private pizza tour.

Hallmark’s upfront strategy will likely stand out among the crowded upfront festivities that now stretch for months to include network tech conferences, small- and medium-sized programmer events, such as A+E’s recent virtual presentation and the IAB NewFront. Paramount dropped its usual slot in the upfront week, instead opting for agency and client-specific meetings as the value of the annual May hubbub has been brought into question in recent years. (Hallmark took a similar approach to Paramount last May.)

“We look forward to celebrating Hallmark Media’s distinct value proposition in the marketplace by reconnecting with our partners while taking the time to meet, listen, and learn more about their needs,” said Ed Georger, executive VP of ad sales and digital media, in a statement.