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CABLE WORLD STAFF
A Promotion by Any Other Name ... As Jerry Garcia once sang, "My, oh, my, it must have been the roses ..."
Well, frankly, it was the dozen red roses HGTV publicists sent to editors and affiliates that's at the heart of this promotional tale for the network's airing of the 112th Tournament of Roses Parade Jan.1.
The Scripps network will air the pageant live and commercial-free on New Year's Day. To encourage affiliates to promote the program, cable system marketers received 12 American Beauties, as well as ad slicks, taggable on-air spots and other materials.
"We Love A Parade" gives any affiliate who runs 200 spots promoting HGTV's Rose Parade coverage within a 10-day period before Jan. 1 the chance to win a deluxe trip for four to the parade and the "granddaddy of them all," the Rose Bowl football game in Pasadena, Calif. The first 50 affiliates to sign up for the promotion receive a Rose Parade T-shirt.
On the consumer side, HGTV's "Flowers, Floats and Football" promotion is sponsored by Ford and Kodak. Consumers can enter by mail or by logging onto HGTV.com. The prize-winning amenities are largely the same as for affiliates.
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