Logo

New Promo Campaign Touts TNT’s Dramatic Credentials

Dec 7, 2008  •  Post A Comment

TNT is launching a new promotional campaign and revamped on-air graphics to highlight its plans to increase original programming to three nights by next year.
The changes are the first since TNT debuted its “We Know Drama” tagline in 2001.
TNT
Back then, the network needed to tap movie stars to convey the message. Now it has big stars from its own series to appear in spots, including Kyra Sedgwick of TNT’s top-rated “The Closer” and Tim Hutton, whose new show “Leverage” debuted Dec. 7.
The spots up the ante on the slogan, adding emotion-invoking verbs to the basic message. The cast members of its series are linked to lines such as “We Know Drama Inspires,” “We Know Drama Captivates” and “We Know Drama Surprises.”
“We feel that TNT is the epicenter of drama now and we want the consumer to understand that there are all these different benefits when you watch good drama,” said Jeff Gregor, chief marketing officer for TBS, TNT and TCM.
The marketing campaign is part of an evolution that has put TNT among the leaders of cable networks commissioning original shows to pull in more viewers.
TNT was the No. 2 ad-supported cable network in the third quarter, with an average of 2.4 million viewers in prime time. That compares with a prime-time average of 1.7 million viewers in 2001, when the We Know Drama campaign was launched.
TNT did not run any brand promotion this year, only ads for specific shows. That will be changing.

“We’re going to have a separate allocation for on-air [gross ratings points] dedicated to the brand campaign,” Mr. Gregor said. But the new graphic also will be baked into the promotion of specific shows.
He said the budget for the campaign was being determined, but noted that in the current tough economic times, “We’re going to be smart. We’re going to be very efficient. We’re going to leverage our media appropriately.”
In the new campaign, the network also uses a glowing, animated version of the circle from around the TNT logo—now tinted gold, or sometimes silver—to highlight dramatic moments.
“When any good dramatic moment occurs in real life, people form a circle around that action, and we figure we had the logo, which encircles all the dramatic entertainment that we put on the air,” Mr. Gregor said.
The spots were shot when TNT had five series in production: “Closer,” “Saving Grace,” “Raising the Bar,” “Leverage” and “Trust Me.” The casts of the series took part in scenes that would fit both the show and the circle concept.
For now the campaign is designed to emphasize original programming. As new shows go into production, segments for the campaign will be shot and rotated into the campaign.
“As we ramp up to the start of our summer series, we’ll have more of this campaign on the air to illustrate the big summer launches that we’re going to have in early June,” Mr. Gregor said. That includes the return of “Raising the Bar,” “Saving Grace,” and “Closer.”
For now the campaign does not incorporate the network’s acquired off-network drams such as “Law & Order.”
Nor does it incorporate sports programming, such as National Basketball Association or Major League Baseball games. But elements of the design will be incorporated into sports coverage.
“We always want to have a seamless creative look on the air,” Mr. Gregor said. “It’s not like sports will marry or copy this type of campaign, but there will be pieces of it from the tool kit that they will use to make sure the creative looks seamless.”
TNT’s in-house branding and on-air groups worked on the overhaul and worked with two outside agencies.
Troika Design Group created the new TNT logo and color scheme. The promos were created by Droga5.

26 Comments

  1. I had to refresh the page 2 times to view this page for some reason, however, the information on here was worth the wait. I loved that it is also really easy to read for the eyes.

  2. I mean, I could see all this fuss over the guy if he’d led Jersey to the Finals

  3. Amazing freakin blog here. I almost cried while reading it!

  4. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  5. Hello there! I really enjoy reading your blog! If you keep making such great posts I will come back every day to keep reading!

  6. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  7. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.cheap shirt wholesale

  8. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  9. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  10. High quality info here! Keep up the great work. I love the feelings being expressed.

  11. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  12. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  13. Thank you for that helpful submit! I’d nothave d iscovered th is myself!

  14. What a comfort to find out a post that may perhaps be real ultimately in actuality worth reading! I’ve been looking for all-around about this subject but men and women now put rubbish posts, or brief empty posts. I have seen a couple vids on youtube but it’s now the same as reading a good post.

  15. I am happy to come across so numerous useful information at this point into the article, we require enlarge more methods inside this regard, thanks for sharing

  16. Kind Regards,

  17. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  18. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  19. I commonly don’t respond on sites except you contain various excellent comprehensible material.

  20. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  21. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  22. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  23. The shitstorm about who designed the MSN logo created my day, why would everyone even desire to individual as much as that horrible turd.

  24. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

Leave a Reply to Bebe short sleeved tee t-shirt tee Cancel Reply

Email (will not be published)