Weather Channel Hails New Promo

Cable World, May 8, 2000 by Rani Long

The Weather Channel is predicting a successful summer of local ad sales and marketing opportunities for affiliates with its "Live by it. Win by it! Sweepstakes."

It is the most far-reaching undertaking the network has had on a national level, targeting systems with 10,000 plus subs. The sweepstakes, says Daryn Pustilnik, brand director-affiliate marketing at the Weather Channel, "is the first of a number of new programs we are introducing to support our affiliates with local marketing and local ad sales solutions designed to increase revenue, subscriber retention and co-branding."

Each participating cable system will run cross-channel spots promoting the sweepstakes and also Atmospheres, the Weather Channel's new primetime weekly magazine show.

Every cable system or interconnect involved may customize the promo, and, depending on the size of the area they serve, award up to three local prize packages which are geared toward summer activities. Prizes include a deluxe grill and a hammock. Affiliates will receive a sweepstakes participation kit that includes taggable cross-channel spots, posters and training materials for customer service reps.

For the CSRs, the Weather Channel is also offering a "Mystery Caller" incentive program to interested cable partners.

Allyson Lago, senior brand manager-affiliate marketing at the Weather Channel, says the reps sometimes get overlooked. To get them excited about the channel, the training will introduce the program and offer a fact sheet about the program to put in the reps' work area. From August 14-22, a "mystery caller" from the Weather Channel will telephone the reps, inquiring about different services. If the reps mention the channel's new programming, they'll automatically win a prize, and if they mention programming again during follow-up calls, their whole team will qualify for a catered breakfast and other prizes.

The sign-up period for the sweepstakes is underway. Affiliates can sign up at the Weather Channel's booth at NCTA this week or through participation kits that will be sent to them.