Queen Latifah Ready to Make Her Mark on Daytime

08.29.2013

It's not enough just to market a new talk show as "not just another daytime chat fest."Â You've got to show more than that, and to cut through the clutter of a crowded daytime marketplace, is going one step further to create a solid brand message that communicates entertainment, authenticity and a strong personality at its forefront.Â

"The Show" premiers September 16 on CBS owned stations in top markets. Sony's objective headed into the show's premiere was to position it as a big, broadly appealing entertainment talk show while making clear that this one is different than the launches, and cancellations, of the past few years.Â

Sony Pictures Television began the campaign way back in February, buying out a full-page ad in the program at the Super Bowl in order to reach not only fans but also advertisers. And for a big launch, it fit the bill nicely. "What's bigger than the Super Bowl?" asks Sheraton Kalouria, EVP/CMO at Sony Pictures Television.Â

To prove "The Queen Latifah Show's" angle of authenticity, Sony formed street teams in New York, Los Angeles, Philadelphia, Chicago and Atlanta to hand out postcard invitations to the show's launch. The street team even loaded the newest promos and sneak peeks available on to fans' smart phones.Â

On a social front, Queen Latifah brings with her more than 5 million Twitter followers alone, so Sony chose to capitalize on her natural ability to publicize herself.Â

By the end of May sweeps, Sony had a bit more information to release, so they went out with a 10-second teaser ready for primetime. Queen Latifah also has starred in five more promos that were released throughout the summer.Â

With the "Q the Fun" promos, Sony wanted to "claim ownership of the Q," according to Kalouria. The "Q" is used as an icon and main branding element throughout the promos, the show and even the set design (done by musician-actor-designer Lenny Kravitz).Â

"One thing we wanted to keep in mind was to elevate everything - take nothing for granted," said Kalouria. "The set design was in service of the goal of elevating everything."Â

And with a well-known multi-hyphenate star such as Queen Latifah, Sony highlighted her not only as host but as the well-rounded performer she is.Â

"Our star is at the center - everybody knows her as this multidimensional performer. She's an actor, producer, businesswoman, real woman," said Kalouria. "Regardless of how the viewers know her, we wanted to bring a relatable, positive message to the viewer."Â

Through a new batch of promos released last week, that message, with more footage and more information to give, seems to have gotten across.Â

"We've lifted the curtain to the show," said Kalouria. "Now we can show more, we can show her, we can show the set."Â

Partnering with producers and Jada Pinkett Smith's along with Queen Latifah's own production company, , the daytime show brings with it a certain amount of clout not always available to launches like this.Â

"These companies both bring a relationship with Queen Latifah," said Kalouria. "They know what's worked in the past."Â

And when this is combined with the clout of Queen Latifah herself, Sony will walk down an easy street when it comes to promoting her first guests. Sony announced on Wednesday that "Queen Latifah"'s first week will include celebrity guests John Travolta, Jamie Foxx, Sharon Stone, Jake Gyllenhaal and Will Smith.Â