Sandwiches are part of programming: Stations add value for Subway stores

Mar 25, 2002  •  Post A Comment

Portland, Ore., advertisers like interactive promotions, such as sweepstakes, and they want to get added value when they buy spots regularly.
Ad agency Johnson Sheen counts Subway as a client for all its business in the state of Oregon. Jeri Feldman, director of media buying, said stations have given Subway several added-value incentives. She said UPN affiliate KPTV sends its morning weatherman Andy Carson to various locations to do weathercasts and has included several Subway locations. “Subway is just introducing breakfast in some of their stores, so having it in the morning show, you’re going to get people to start thinking about Subway for breakfast,” Ms. Feldman said.
She said ABC affiliate KATU-TV has a feature called “Free Food Friday” during its “A.M. Northwest” program that Subway has been participating in by feeding the entire studio audience. Over at WB affiliate KWBP-TV, which has local weather breaks but no news, Ms. Feldman said one local personality made Subway sandwiches during a recent weather break.
“The key right now is the stations are very willing to work with our clients; they understand that times are tough,” Ms. Feldman said.
Ms. Feldman said contests have also been popular. Winners of contests sponsored by KATU and NBC affiliate KGW-TV won trips to attend tapings of “Whose Line Is It Anyway?” and “Friends,” respectively. Viewers picked up entry coupons at local Subway stores and sent them to the stations. The stations ran promo spots to drive people to stores to get the entries.
KGW General Manager Ron Longinotti said two recent successful ad campaigns were the summer and winter sweepstakes. KGW kicked off the winter sweepstakes when the area hosted trials for the U.S. Olympic snowboarding team. For the sweepstakes, BMW gave the winner a BMW X5 SUV to drive for one year for free.
In the summer sweepstakes campaign, viewers could go to Albertson’s supermarkets to enter the contest or log onto the KGW Web site to win a Volkswagen Beetle. “We took that as a value-added proposition,” Mr. Longinotti said. “Obviously, Albertson’s has been a significant advertiser for us. They stepped up their advertising, and we got other sponsors that donated something, and they got recognized during the promotion.”
KGW is also in the middle of working with Strategy Publications, a local company that publishes specialized magazines, on a campaign called “Making a Difference.” They will create a magazine targeted to high-income households that will profile top nonprofit groups in the area. There will be a television component to the project, where the station will feature top nonprofit groups and mention them on KGW’s Web site. The Web site will link the nonprofit organizations’ Web sites so that viewers can volunteer, make donations or get more information.
“We’re trying to kick it off in the latter part of second quarter,” Mr. Longinotti said. “We’re going to do 30-second announcements that will profile the nonprofits.”
According to BIA Financial Network, Portland TV revenues were about $195 million in 2001 and are expected to be about $206.7 million in 2002.