2009 BRONZE

MEDIA COMPANIES

COUNTDOWN

TV GUIDE, TV GUIDE

CRAMER-KRASSELT

Julie Sheridan, VP-Group Acct. Dir.
Nancy Bernacchi, VP-Acct. Super.
Trisha Schmitz, Sr. Acct. Exec.
Dean Hacohen, Sr. VP-Exec. Creative Dir.
Travis Parr, Copywriter
Nikki Baker, Art Dir.
Phil Flickinger, Sr. Brand Planner
Tricia Russo, Group Planning Dir.

MINDSHARE

RAZORFISH

TV was hot again, but TV Guide was not. Shifting TV Guide from all things TV to all things "my favorite show" connected to fans at a personal level. They hated when their show ended each week; they went through withdrawal. So TV Guide was positioned as the best way to extend their high. Show-specific ads directed fans to TV Guide, telling them it could get them through the week with the magazine, the Web site and the network. After only 10 weeks, perceptions and consideration of TV Guide's three platforms had dramatically increased.