Bridezillas Marketing Initiative First to Utilize New Network Positioning
New York, NY, May 30, 2006 – WE: Women's Entertainment, the only cable network dedicated to helping women connect to one another and the world around them, announced today that it will be dropping the Women's Entertainment from its name and adding a new and fitting tagline: " WE Have More Fun." The brand refresh will be accompanied by an updated network logo that includes WE's new tagline. These marketing efforts will help to redefine WE's brand and further evoke the spirit and essence of the network.
The new brand positioning will be showcased for the first time in the multi-million dollar comprehensive marketing initiative supporting this summer's return of the WE hit original series Bridezillas, the highest rated original series in the history of the network. The brand refresh is one of several changes that Kim Martin has implemented during her 18-month tenure as general manager. Under Martin's leadership the network has launched its first-ever national public affairs campaign, WE Empowers Women; greenlit a strong line-up of new series; and produced four live on-air events, the network's first-ever live programming. WE's original programming has also grown significantly in the past year and a half, and included several hit series such as Bridezillas, John Edward Cross Country, Secret Lives of Women and American Princess. These changes have resulted in a substantial ratings increase for the network, including delivery of younger women.
"We wanted to bring the WE brand to life and embrace the strength of the name," said Kim Martin, WE's Executive Vice President and General Manager. "When our viewers come to WE, they're going to enjoy themselves, and we wanted to get that point across in our marketing. We will also carry this new message through in our original programming, continuing to provide our viewers with engaging originals that focus on pop culture, relationships and personal style. The marketing campaign for Bridezillas will be the perfect fit to launch the new network tagline."
The marketing initiative supporting this summer's return of the hit original series Bridezillas will be the first to feature the new "WE Have More Fun" tagline and logo. In addition to a large presence on television, radio and print, Bridezillas will have an extensive online promotional campaign. Linked through WE tv's website (www.we.tv) there is a mini-site for Bridezillas that features episode information, profiles of this seasons Bridezillas, wedding tips, a discussion board, downloads of a Bridezillas theme song, ringtones and AIM icons, and a blog on wedding highs and lows ( www.youmaynowkisstheblog.com ). The wedding blog follows "Kate" as she goes through the steps of planning her wedding, from picking a photographer to narrowing down the guest list, and features videos that play out Kate's bridezilla thoughts along the way.
Today's announcement comes on the heels of a record breaking quarter for WE, with HH ratings growth of +50% from 1Q05 (0.2 HH RTG) to 1Q06 (0.3 HH RTG). In addition, the 05/06 season is pacing to be the best in WE's history for Prime M-Su 8p-11p delivery of HH, W18-34, W18-49, W25-49 and W25-54. To date in 05/06, WE has +260% more original telecasts during Prime M-Su 8p-11p than in the same time period during the 04/05 season.
**Source: Nielsen Media Research, Prime M-Su 8p-11p daypart average for 1Q06 12/26/05-3/26/06 vs.1Q05 12/27/04-3/27/05; 02/03 STD 09/30/02-04/27/03; 03/04 09/29/03-04/25/04; 04/05 STD 09/27/04-04/24/05 vs 05/06 STD 09/26/05-04/30/06 Live HH, W 18-34, W 18-49, W 25-49, and W 25-54 Audience during Prime M-Su 8p-11p. WE Originals based on Prime M-Su 8p-11p telecasts 04/05 STD 09/27/04-04/24/05 vs 05/06 STD 09/26/05-04/30/06
About WE
WE is the only cable network dedicated to helping women connect to one another and the world around them. With quality original programming including the hit series "Bridezillas," unique movie packages like "Three Men and A Chick Flick," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests in pop culture, relationships and personal style. WE is a subsidiary of Rainbow Entertainment Services and is currently seen in over 58 million homes.
About Rainbow Media Holdings LLC
A leader in the entertainment industry, Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation. Rainbow creates and manages some of the country's most compelling and dynamic programming with linear networks including national networks – AMC, fuse, IFC (The Independent Film Channel) and WE; its regional programming service – Rainbow Sports Networks; on-demand networks including Mag Rack and sportskool; and the largest suite of high definition channels available anywhere – the VOOM HD Networks. Rainbow's other businesses include its film distribution, production and exhibition division – IFC Entertainment; in addition to its advertising sales division – Rainbow Advertising Sales Corporation – and its full service network programming origination and distribution company – Rainbow Network Communications.