|
TAG WENT UNDERCOVER WITH COURT TV NETWORK TO DEVELOP NEW BRAND IMAGE  Network Campaign Included New Strategies and Packaging Elements |
|
|
Los Angeles, June 5, 2002 - Creative brand solutions company TAG worked closely with Court TV to develop a new network brand positioning strategy resulting in an on-air identity campaign that began airing May 13th. The series of branding and advertising campaign elements developed by TAG will be used to communicate Court TV's new image to its viewers. The new positioning focuses on the network as the home of the investigative process based on discussions which grew out of a strategic brand positioning process led by TAG President and Founder Tom Connor in conjunction with Court TV's internal brand management team. The network's new on-air identity is rooted in the people and the process involved in solving crimes. The program menus, promo elements and lower-third graphics were designed by Creative Director Jim Kealy and produced by Toby Keil under the direction of Court TV's VP Creative Services Andy Verderame and Director of Network Graphics John Taft. The on-air elements used 3D animation techniques to deconstruct the network's fingerprint icon, integral to its logo, as a technique to reinforce the network's crime-solving focus. In addition, the advertising campaign concept developed by TAG and produced by Court TV's advertising agency, Hampel Stefanides takes the unknowing viewer through a crime in reverse, revealing the clues that will ultimately lead to a criminal's apprehension. The campaign is airing in various broadcast markets, and several spots from the advertising campaign are showing on movie screens in selected markets to promote the new Court TV identity throughout the Unites States. "The purpose of the campaign is to brand Court TV as THE unique market niche for investigative programming," said Connor. "TAG is proud to play a role in the strategic and creative growth of this engaging network." In addition to Court TV, TAG works with broadcast and cable companies, as well as entertainment marketing ventures throughout the world, including The Hallmark Channel, TBS Superstation, E! Entertainment, BPOD Network, Canada's Astral Media and Celestial Pictures in China. Formed in December 2001, TAG is a Los Angeles-based creative brand solutions firm dedicated to helping clients achieve enduring relationships with consumers. TAG develops the communications tools necessary to build successful brand assets across multiple mediums, including on-air, print, radio, the Internet and interactive television. TAG produces world-class creative and develops brand positioning briefs and research-based launch strategies to create compelling solutions for entertainment and consumer markets. Media Contact: Susan Scarlet 310-213-9334 (m) 310-213-9334 susan@t-a-g.com 
|
|
