February 6, 2008
WONGDOODY Launches Campaign to Promote Eligibility of Broadband Content for Primetime Emmy® Awards
LOS ANGELES - Feb. 6, 2008 - Marketing ideas agency WONGDOODY this month launches a new national campaign to raise awareness that original content distributed over broadband is now eligible for the Primetime Emmy® Awards. The campaign, "Welcoming Broadband to the World of Television," includes multiple print and online ads, outdoor billboards and an aggressive online word-of-mouth effort. The campaign will run through April, concurrent with the Primetime Emmys' first and second entry submission deadlines of March 28 and April 18, 2008.
"Welcoming Broadband to the World of Television" affirms the position of the Academy of Television Arts & Sciences, which administers the Primetime Emmys, as the premiere organization that sets and maintains the standards for excellence in primetime genre television programming, created for distribution via broadcast, cable, satellite or broadband. This includes primetime dramas, comedies, variety/musical shows, "long form" including mini-series, made-for-television movies, reality shows, nonfiction filmmaking and primetime animation.
The campaign targets creators of high-quality, original broadband content, with the goal of driving broadband submissions for this year's 60th Primetime Emmy Awards program.
"This landmark move underscores the Television Academy's leadership in embracing the rapid changes in the television and media industries. With this campaign, we want today's content creators to know that the Television Academy welcomes innovative, high-quality programming created specifically for broadband," said Tracy Wong, WONGDOODY chairman and executive creative director.
"We looked for a way to acknowledge the Television Academy's rich history, yet keep our focus on the future," stated Television Academy Chairman and CEO John Shaffner. "This campaign clearly plays on the love and evolution of television."
The ads feature black-and-white images from Emmy-nominated television favorites, such as "I Dream of Jeannie," "The Dick Van Dyke Show," "Bonanza," "All in the Family" and "The Mary Tyler Moore Show." The images are digitally enhanced to show the programs' characters using computers, juxtaposing television programming's past and future.
Print and online ads will run in industry media outlets such as Variety, Hollywood Reporter and Television Week, as well as the Television Academy's own emmy Magazine. Outdoor executions will appear in high-profile Los Angeles locations, including one on Sunset and San Vicente. Additionally, a targeted digital word-of-mouth campaign by interactive agency Marketingworks, Inc., will engage online communities that attract high-quality content creators.
The 60th Primetime Emmy Awards ceremony will be held Sunday, Sept. 21, 2008 in Los Angeles; the Primetime Creative Arts Emmys will be held Saturday, Sept. 13, 2008 in Los Angeles.
WONGDOODY is an independently owned full-service marketing ideas agency with offices in Seattle and Los Angeles. Clients include Alaska Airlines, Alpine Electronics, Autodesk, T-Mobile and the Washington State Department of Health. WONGDOODY has 140 employees and $150 million in billings. For more information visit http://www.wongdoody.com.
About the Academy of Television Arts & Sciences
The Academy of Television Arts & Sciences was founded in 1946 just one month after network television was born. It is a non-profit organization devoted to the advancement of telecommunications arts and sciences and to fostering creative leadership in the telecommunications industry. In addition to recognizing outstanding programming through its Primetime Emmy® Award, the Television Academy publishes emmy Magazine and stages many industry-related programs, services and year-round events for the television community.
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Academy of Television Arts & Sciences' Primetime Emmy® Awards
"Welcoming Broadband to the World of Television"
Agency: WONGDOODY, Los Angeles
Executive Creative Director: Tracy Wong
Creative Director: Michael Boychuk
Art Directors: Bruno Rinaldi, Ben Schneider
Copywriter: Julia Regan
Account Management: Skyler Mattson, Andrew Vranicar
Print Production: Amy Wise
Interactive: Scott Holmes, Steve Karr, Jeremy Fisher, Ramon Tapales, Kris Matheney