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Showtime Takes Its Emmy Campaign Outdoors

The pay-cable network, always among the most aggressive of awards marketers, plans first-ever billboard and bus campaign


Showtime is taking its traditionally aggressive, innovative approach to Emmy campaigning to the street.

The pay-cable outlet announced a huge new outdoors "for your consideration" campaign that will slap Emmy ads on more than 100 buses in Los Angeles throughout the month of June.

The bus campaign will be reinforced by numerous digital billboards.

It's the first time Showtime has taken its Emmy fight to the outdoor medium.

Billing their Emmys campaign as "an industry first," Showtime believes that the campaign will "not only act as a branding effort for the network, but will also increase exposure within the entertainment and voting communities through an impactful medium characterized by frequency and ubiquity."

The Emmys campaign is expected "to generate more than 24 million impressions with consumers and Academy voters," according to Showtime.

Also read: 'Big C' = Showtime's Biggest Debut Since 2002

Richard Licata, Showtime's executive VP of corporate communications, said of the campaign, "As the television landscape becomes more crowded and competitive each year, Showtime strives to find new and inventive ways to reach Emmy voters and invite them to consider our programming at awards time."

The new campaign follows in Showtime's tradition of employing unconventional promotional efforts for the Emmys, including sending full seasons of a series for consideration and streaming its series online for Academy voters.

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