New Spin on ‘Wheel’ Marks 25th Season

Jun 17, 2007  •  Post A Comment

For this fall’s upcoming 25th anniversary of syndication’s top-rated series, “Wheel of Fortune,” executives at CBS Television Distribution are turning to talent straight off the A list, as well as the D list and even the Z list.
That’s because the letters used to spell the “Wheel” answers will get some new life next season.
In a new marketing campaign for the long-running brand, CBS will create promos for stations in which the letters on Vanna White’s answer board are portrayed by costumed actors. Dollar amounts on the wheel spun by contestants will get a similar treatment.
“We had a tall creative challenge with ‘Wheel,'” said Mike Mischler, executive VP of marketing for CBS Television Distribution. “What do you do to commemorate the No. 1 show in syndication? It was important to us to create something that had legs, and something that could add to the brand image.”
The promos, devised by John Murphy, creative director of David Entertainment, will launch with the slogan “26 Letters Celebrating 25 Years.” The campaign was unveiled to affiliates last week at the Promax/BDA conference in New York.
Previously, the game show has tapped the likes of Aretha Franklin and Kool & the Gang for campaigns that included the “I’m a Wheel Watcher” spots.
The new campaign is versatile, said series producer Harry Friedman. “Viewers continue to welcome a family-friendly half-hour that they can all watch. This campaign plays to that, being not only highly original but playful and fun as well. There are so many possibilities of what we can do with this.”


  1. When can those of us who live in Alabama see the new promos for Wheel of Fortune with the live letters? That sounds like a lot of fun.

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