Established in 1997, the CTAM Hall of Fame honors the most notable, most influential and most memorable marketing campaigns from cable’s past and present.
Each year, a screening committee of six industry dignitaries nominates selected campaigns for consideration. Campaigns are then evaluated by a team of judges drawn from the CTAM board of directors, current and past committee chairs, Mark Awards committee members and marketing agencies.
Nickelodeon’s The Big Help is the 2005 inductee in the CTAM Hall of Fame. Since its inception in 1994, Nickelodeon’s ongoing public service campaign has sought to connect kids to their world through volunteering. The intention is to leave a lasting impression on a generation of kids by instilling in them the understanding that they were empowered to make a difference.
The campaign took full advantage of Nickelodeon’s resources, including Nick online (nick.com, nickjr.com, teachers.nick.com) and Nickelodeon Magazine. In addition, the channel devoted more than 10 percent of its nonprogrammed airtime and dedicated approximately $30 million of on-air, off-air and press support to the campaign.
Here are the past Hall of Fame inductees.
MTV: I Want MY MTV!
The inaugural inductee into the CTAM Hall of Fame is perhaps the single most memorable campaign in cable history. Through the years, few marketing campaigns have ever achieved such mass popularity that they became ingrained in our collective consciousness. Those special few, like Wendy’s Where’s the Beef?, Nike’s Just Do It and I Want My MTV!, transcended mere marketing and took on lives of their own. In a sense, they became self-contained time capsules, small yet significant pieces of the eras they reflected and ultimately helped shape.
HBO: The Integrated Marketer
The successful branding of HBO over the past 25 years was the result of hundreds of individual campaigns, programs and innovations, as well as integrated efforts of more than a dozen separate marketing and support teams. This commitment to marketing played a key role in the development of the network’s powerful brand name.
CNN: Gulf War Coverage
CNN’s coverage of the Gulf War was a seminal point in the history of cable programming, and the marketing effort that accompanied it was guerrilla marketing at its finest. Just as the news people in Iraq were reporting a fast-breaking situation, the marketers in Atlanta were marketing it. The programming brought the world to CNN and the marketing kept it there.
A&E Network: The Marketing of ‘Biography’
In today’s culture of personality, “Biography” stands as one of the era’s most popular icons. Acclaimed and often imitated, “Biography” has earned the singular honor of being television’s longest-running single-topic documentary series. Time magazine calls “Biography” “cable’s must-see TV.” By any measure, ratings or longevity, “Biography” demonstrates that you can do quality programming-and win a loyal audience along the way.
Discovery Channel: The Marketing of Shark Week
Shark Week, the cable industry’s first-ever programming theme week, began more than a decade ago as the brainchild of a programming executive seeking to pull in new viewers to the fledgling network. Now heading into its 12th year, Shark Week has not only contributed heartily to network ratings goals but also helped make Discovery Channel 1998’s No. 1 media brand in overall quality, as voted by consumers (EquiTrend 1998, Total Research Corp.).
Lifetime Television: Breast Cancer Awareness
As the cable network for women, Lifetime’s commitment to women extends well beyond the world of television. Lifetime’s Breast Cancer Awareness initiative serves as powerful proof of that commitment, as do the numerous women whose lives have been touched by the campaign. Since Lifetime’s inception, it has been involved in putting television to use for women to raise awareness and unite women to fight this disease.
MTV: Choose or Lose
Over the past decade, MTV’s Choose or Lose, along with its nonprofit partners and affiliates, has registered more than 2 million new voters. Through expanded programming, interviews, concerts, news specials, online activities, affiliate partnerships and a printed guide designed to provide young voters with information about the elections, MTV’s Choose or Lose campaigns have helped connect young people and give them a voice in the political process. At the same time, Choose or Lose has become a voice in the political news media.
CNN Headline News: Around the World in 30 Minutes
The essence of this tag line had been the underpinning of CNN Headline News for almost 20 years and continued to guide the network as it underwent the most sweeping transformation in its history. Around the World in 30 Minutes let viewers know CNN Headline News would deliver comprehensive, fast-paced news suited to their busy lives.
ESPN: This Is ‘SportsCenter’
In 1995, ESPN recruited Wieden & Kennedy, fresh off the success of Nike’s Just Do It campaign, to promote its popular sports news show, “SportsCenter.” ESPN knew what its fans knew-that “SportsCenter” had become destination viewing for millions of sports fans while redefining the concept of sports coverage. In its five-year history, This Is “SportsCenter” has won numerous accolades from the advertising community and the consumer and trade press, including being named the 22nd-greatest television commercial of all time by TV Guide.
HBO: It’s Not TV. It’s HBO
This memorable and groundbreaking campaign showcases the HBO brand as providing viewers with a form of entertainment that is emotionally involving and fulfilling. At the same time, it has successfully driven HBO’s entertainment value by elevating it above the “ordinary.”
VH1: Save the Music Foundation
Since its inception in 1997, VH1’s Save the Music Foundation has been on the national forefront of restoring music education programs in schools across America. VH1 created a comprehensive music education advocacy campaign focused on restoring music programs at the local level, and raised awareness about the changing environment for music education on a national level. The foundation has donated more than $25 million worth of musical instruments to 1,000 public schools in 80 cities.
CTAM’s Screening Committee for 2005 Hall of Fame
Chair: Christina Norman, president, VH1
Members: CTAM Chairman Len Fogge, executive VP, creative and marketing, Showtime Networks; CTAM President and CEO Char Beales; Eric Kessler, president, sales and marketing, HBO; CTAM Treasurer Joe Rooney, senior VP, marketing, for Cox Communications; and Steve Schiffman, executive VP, marketing and new media, National Geographic Channel