THE CW CAMPAIGN CAMPAIGN BRIEF
OBJECTIVE Build awareness among college students for two of television’s hottest new shows — 90210 and Melrose Place — airing Tuesday nights on The CW, by implementing a public relations campaign on campus. Be creative. Be unique. Think outside the box. Get people talking about and watching 90210 and Melrose Place on Tuesdays.
ABOUT THE CAMPAIGN 90210 Season 2 premieres Tuesday, Sept. 8 (8–9 p.m. EDT). Melrose Place series premiere is Tuesday, Sept. 8 (9–10 p.m. EDT). The original series, “Beverly Hills, 90210” and “Melrose Place,” aired back to back in the 1990s and will do so again this fall. Campaigns must include tune-in information AND convey at least one of The CW’s branding messages, which include: “Tuesday’s the New Hump Day,” “Menage a Tues,” “TV to Talk About” Organize and execute a 90210/Melrose Place event at least three hours long on/around campus. With provided survey, complete research about students’ television viewing habits. Work with other student organizations to build awareness across campus. For example: fashion departments to create a 90210/Melrose Place fashion show, theatre/film departments to create a 90210/Melrose Place look-a-like contest, 90210/Melrose Place Tuesday night viewing parties in dorms. Create fliers/posters using provided show logos, tag lines, photos, etc. Reach out to campus radio, Web sites, campus and local newspapers, and the local CW Affiliate (where applicable) to generate awareness. Use social media (Twitter, Facebook, MySpace, college Web site, etc.) to reach students. 90210/Melrose Place posters and promotional items will be provided to each team, upon request. Episodes, photos, logos, promos, show descriptions from 90210/Melrose Place will be made available to each team via the PRSSA Web site. By written request only, actors from 90210/Melrose Place may be available (pending production schedules) for e-mail/phone interviews with campus radio programs and newspaper reporters. All efforts will be made to facilitate these interviews but availability is not guaranteed.
AWARD Members of the best campaign team will be given the following opportunities: Have a private meet and greet with 90210/Melrose Place actor(s) in San Diego. Coordinate (with network publicist) the actor(s)’ media tour/interview schedule with San Diego CW Affiliate, radio and newspaper. Escort the actor(s) to each scheduled interview and down the PRSSA red carpet prior to the Awards Dinner Monday, Nov. 9. Summer Internship (one person from winning team) with The CW’s public relations department.
ABOUT THE CW The CW Network was formed as a joint venture between Warner Bros. Entertainment and CBS Corporation in 2006. 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; a two-hour weekday afternoon block; and a five-hour Saturday morning animation block that delivers a total of 25 hours of programming a week. The network’s primetime schedule includes such popular series as “America’s Next Top Model,” “Gossip Girl,” “90210,” “One Tree Hill,” “Supernatural” and “Smallville.”