Top Story

e4m_logo.png

Home >> International >> Article

International: ABC signs deal to promote West Point

27-October-2001
Font Size   16
Share
International: ABC signs deal to promote West Point

ABC has signed a $25 million deal to promote the US Military Academy at West Point through television specials and commercials. ABC, which is owned by the Walt Disney Co., promised to run a prime-time special next June, Young America Celebrates West Point. The deal also includes other properties wholly or partly owned by Disney — ESPN, The History Channel, Lifetime, A&E, ABC Radio and even ESPN magazine.

The deal between ABC and the West Point Project LLC, a group of West Point alumni, was in the works before the September 11 attacks. But Joseph Franklin, a retired general who's the chief adviser for the West Point Project, said it was a ``wonderful coincidence'' that ABC was featuring the military at a time of war.

Keyed to the US Military Academy's 200th anniversary, the purpose of the ad campaign is to help West Point's recruiting.

Besides the prime-time special, a vignette series called West Point Minute will air on ABC News programs Good Morning America and Nightline. They will be clearly marked advertising.

Noted sports filmmaker Bud Greenspan is making a two-hour documentary on West Point's sports history to air on ESPN. ESPN Classic will air an Army football special titled Field of Honor and rebroadcast old Army football games.

The History Channel will air a two-hour documentary on people who have attended West Point called, The Long Grey Line, a four-hour film on West Point's history and a one-hour special, West Point & The Movies.

An ad and programming campaign will also air on Lifetime, with the goal of promoting the military as an option for young women.

Worried that people are tuning out traditional advertising, clients have been looking for new ways to get their messages across. Besides the approach taken by West Point, CBS has sold product placement opportunities on shows like Survivor.

ABC has other deals signed or in the works, although none with programming options as extensive as West Point, said Bill Bund, senior vice president of sales at ABC.

West Point alumni are either paying for the airtime directly or selling advertising time on the programs. American Airlines is participating, and other companies are expected to sign on soon, project representatives said.

Tags

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Aroon Purie, the India Today Group Chairman and Editor-in-Chief today appointed his daughter Kallie Purie as the Vice Chairperson of the group