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Starbucks Has Hope for Crosby
http://www.brandweek.com/bw/magazine..._id=1003286431
Got Bing? Turner Classic Movies and Starbucks Hear Music are teaming for the 2006 holiday season to offer an exclusive White Christmas DVD/CD set.
Beginning Nov. 9, Starbucks locations will sell the set, which includes the 1954 Bing Crosby-starring film (via Paramount Home Entertainment) and a Selections from Irving Berlin's White Christmas CD (via Universal Music Special Markets). The soundtrack has been out of print for over a decade. The offer will be available at 5,400 Starbucks company-operated stores in the U.S. The $19.95-priced set comes in a mod case with a 12-page booklet.
The deal gives TCM an opportunity to expand its viewership through Starbucks' daily traffic, said Tanya Coventry-Strader, TCM vp-marketing and enterprises. As the channel airs the holiday classic through the season, prime time host Robert Osborne will direct viewers to the retail exclusive during his film introductions, while Classic Movie News on-air spots will promote. TCM also will promote the package in its Now Playing Guide (120,000 circulation) and at TCM.com via Web banners.
The deal is consistent with Starbucks' entertainment strategy, which involves everything from producing CDs with music artists and selling them in stores to developing film projects.
"For us, it's always about bringing compelling opportunities to reach that customer who's walking in every day," said Ken Lombard, Starbucks Entertainment president. For White Christmas, he said the coffee chain will take "a comprehensive approach to marketing" and "start with in-store, as we always do."
Beginning Nov. 9, Starbucks locations will sell the set, which includes the 1954 Bing Crosby-starring film (via Paramount Home Entertainment) and a Selections from Irving Berlin's White Christmas CD (via Universal Music Special Markets). The soundtrack has been out of print for over a decade. The offer will be available at 5,400 Starbucks company-operated stores in the U.S. The $19.95-priced set comes in a mod case with a 12-page booklet.
The deal gives TCM an opportunity to expand its viewership through Starbucks' daily traffic, said Tanya Coventry-Strader, TCM vp-marketing and enterprises. As the channel airs the holiday classic through the season, prime time host Robert Osborne will direct viewers to the retail exclusive during his film introductions, while Classic Movie News on-air spots will promote. TCM also will promote the package in its Now Playing Guide (120,000 circulation) and at TCM.com via Web banners.
The deal is consistent with Starbucks' entertainment strategy, which involves everything from producing CDs with music artists and selling them in stores to developing film projects.
"For us, it's always about bringing compelling opportunities to reach that customer who's walking in every day," said Ken Lombard, Starbucks Entertainment president. For White Christmas, he said the coffee chain will take "a comprehensive approach to marketing" and "start with in-store, as we always do."
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