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RANI LONG
Starz Encore is partnering with local cable operators and yes, zoos, to drive tune-in for the Sept. 9 premiere of To Walk With Lions, a sequel to the 1966 film Born Free. This unique promotion uses zoos in key markets - the Bronx Zoo, Los Angeles Zoo, Columbus Zoo and Denver Zoo - for a cause-related tie-in: wildlife conservation.
"The strategy of the promotion is to effectively combine Starz Encore Super Pak's great programming with a call to action for wildlife conservation enthusiasts to watch To Walk With Lions and support the Tony Fitzjohn/George Adamson African Wildlife Preservation Trust," says Cathy Snow, VP-national and local promotions for Starz Encore. "The campaign will also promote the local affiliate's digital premium service offerings."
Each zoo is holding a "To Walk With Lions Day," during which the first 1,200 visitors will receive free or discounted zoo admission. They also will get a gift bag containing a plush lion, collateral provided by the participating cable affiliate, information on the film and donation envelopes for the wildlife fund.
To assist local cable operators in promoting the film and the event, Starz Encore will provide a cross-channel spot and pop-up media ads on the local affilates' Web site home pages.
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