Turner Classic Movies today announced the launch of a new branding campaign positioning the network as the “ultimate movie destination” with network tagline “Let’s Movie.”
TCM will launch the brand campaign on-air and online at TCM.com and on the Watch TCM mobile apps on Tuesday, and will promote through social media activations, as well as linear, out-of-home and digital elements.
The campaign is intended to attract a broader audience to TCM, stressing that the network “celebrates the entire spectrum of film history” not just those from the 20’s and 30’s, TCM’s GM Jennifer Dorian told Deadline.
With so many networks and streaming services focusing on original series, TCM has become “the last standing, great movie-lover destination,” Dorian said in today’s announcement.
It’s a “broader invitation,” she said of the campaign, and a statement that a “great movie is a great movie, no matter what decade it was created in.”
TCM will promote the campaign through linear, out-of-home and digital elements including on-air spots, digital ads on TCM.com, placement in TCM’s bi-monthly newsletter, cross-promotion within the Turner portfolio including banner ads on CNN.com, on-air spots on TBS, TNT and CNN Airport Network, as well as electronic billboards in New York City and Atlanta and on-screen ads in more than 750 movie theaters nationwide.
Additionally, TCM will launch a social media campaign – #LetsMovie – compromised of daily social activities and fan engagement across Twitter, Instagram, Facebook, Pinterest and Tumblr, leading into a dedicated “LetsMovie” holiday on September 19 in which TCM will encourage fans to watch films with family and friends and share their experiences via social media.