THE CW CAMPAIGN BRIEF

OBJECTIVE Build awareness among college students for one of television’s hottest shows, The Vampire DiariesDiaries, by implementing a public relations campaign on campus. Be creative. Be unique. Think outside the box. Get students talking about and watching The VampireVampire DiariesDiaries,,,, Thursdays, 8 p.m. ET, on The CW Network.

ABOUT THE CAMPAIGN • The Vampire DiariesDiaries’’ second season premieres Thursday, Sept. 9, 8–9 p.m. ET, on The CW. • Campaigns must include tune-in information. • Organize and execute an event that is at least three hours long on or around campus. • Work with other student organizations to build awareness across campus. • Create fliers and posters using provided show logo, network logo, tag lines, photos, etc. • Reach out to campus radio, websites, newspapers, local newspapers and CW Affiliates (where applicable) to generate awareness. • Use social media (Facebook, Twitter, FourSquare, etc) to reach students. • The Vampire Diaries photos, logos, promos and show descriptions will be sent to all teams. • The Vampire Diaries episodes, posters and promotional items will be provided on request. • By written request only, actors from The Vampire DiariesDiaries may be available (pending production schedules) for e-mail/phone interviews with campus radio shows and newspapers. All efforts will be made to facilitate these requesrequeststs but availability is not guaranteed.

AWARD The best campaigns will be honored at the PRSSA Opening Night Social, Oct. 15, at the 2010 National Conference in Washington, D.C. The top three teams will receive certificates and complimentary PRSA Associate memberships to use upon graduation. Members of the first place team will also receive the following opportunities: • The CW will throw a congratulatory screening party on-campus for the winning team. At the party, the CW will show an episode of the team’s choice from The Vampire Diaries and then a cast member from the show will chat with party attendees via Skype.... The CW will provide appetizers or a light meal for the party. • Summer 2011 internship for one member of the winning team with The CW’s public relations department. Member must be eligible to work in the United States, be 18 years of age or older, and able to satisfy current CW Network internship requirements.

ABOUT THE CW The CW Network was formed as a joint venture between Warner Bros. Entertainment and CBS Corporation. The CW is America’s fifth broadcast network and the only network targeting women 18- 34. The CW offers a five-night, 10-hour primetime lineup that runs Monday through Friday. The network’s primetime schedule includes such popular series as “The Vampire Diaries,” “America’s Next Top Model,” “Gossip Girl,” “90210,” “Smallville,” “Supernatural,” “One Tree Hill” and “Life Unexpected.”