MAM
Star World, Hallmark running contests on FM radio
MUMBAI: Television channels are realising that FM Radio is an effective way to create and build up brand awareness about their programming. Star World and Hallmark are both running contests on FM Radio which gives the winner a trip overseas. This raises the bar a notch as to the manner in which channels use the radio. Previously the alliance had been restricted to promotional spots.
Star World has announced the Go Grammy contest. The contest which launched today is being done in conjunction with Go 92.5 FM from the Mid-Day group. Mid-Day advertises on the network and so the alliance is a mutually beneficial one. The channel regularly uses its sister company Radio City for contests and promotions.
The Star World contest will run over the next fortnight. Viewers have to tune in to the radio station in the morning 7-11 am during the Good Morning Mumbai programming band hosted by Anish Trivedi. A question will be asked relating to Star World programmes. One winner along with a friend will win a trip to Madison Square Gardens New York to watch the 45th Annual Grammy Awards on 23 February. The tagline for the promo is ‘Its time to fly… again’. In India the channel will air the show live on 24 February early in the morning.
Hallmark, meanwhile, has commenced the Destination 11 pm contest in association with the Times Group’s Radio Mirchi. The winner gets a trip to Switzerland. Travel arrangements will be done through Keshav Travels. Speaking on the initiative, Rohinton Maloo, whose Cutting Edge Media handles ad sales for the channel, said: “This is a watch’n’win contest. Radio Mirchi is being used to create awareness among car drivers to tune in. The question will be asked on the channel during the 11 pm block. Our aim is to promote non-film programming like courtroom dramas. We want familiarity with channel programming to increase with the viewer, who after participating in the contest, will stick with Hallmark.”
The channel revised the timings and days of its shows from 1 January. Early Edition airs on Monday’s and Tuesday’s at 8:30 pm, Star Trek Voyager airs Monday-Friday at 9:30 pm, while The Guardian with Golden Globe nominee Simon Baker airs Thursday’s at 8:30 pm. McLeods Daughters airs Wednesday’s at 8:30 pm. Maloo also said that there were no sponsors for the contest. This was a marketing intiative for the channel and not a spot created for an advertiser. The TG is 18-30 years. Maloo also denied rumours that Hallmark would be joining the Sony bouquet. The channel will shortly unveil plans for Valentines day.
Not so new kid on the block sports channel Ten is also planning a number of its own but is keeping plans closely under wraps. A Ten Sports spokesperson said that the channel would shortly be making an anouncement regarding a tie up with an FM station for contests. Watch this space for further details.
Brands
Disney Cruise Line launches Disney Adventure as Robert Downey Jr. christens ship in Singapore
Star studded ceremony marks line’s first Southeast Asia ship
SINGAPORE: Disney Cruise Line has officially welcomed its newest and largest ship, the Disney Adventure, with a glittering, music filled christening ceremony in Singapore, marking the brand’s first ever vessel to homeport in Southeast Asia.
Held inside the ship’s grand Walt Disney Theatre, the celebration unfolded as a theatrical spectacle worthy of Broadway. Regional vocalists and musicians were joined by a 23 piece orchestra, while sweeping video projections wrapped the stage in classic Disney, Pixar and Marvel moments. Special appearances from captain Mickey Mouse and captain Minnie Mouse added a touch of nautical charm.
Among the headline performers were Jed Madela, hollywood performing arts hall of fame inductee, and Dami Im, international recording artist known for Eurovision. Together, they led a soaring tribute to Disney’s musical legacy.
On stage to mark the milestone were Josh D’Amaro, chairman of disney experiences and incoming chief executive officer of The Walt Disney Company, and Joe Schott, president of disney signature experiences.
D’Amaro described the ship as a new chapter for the company in Asia, saying it would bring Disney storytelling to audiences who may be experiencing the brand’s magic for the first time.
The ceremonial highlight came from Hollywood star Robert Downey Jr., who serves as the ship’s godparent. With characteristic flair, he declared, “You bring the theme and I’ll bring the thunder,” before delivering the traditional blessing: “I christen thee, Disney Adventure, may God bless this ship and all who sail upon her.”
The ceremony closed with a jubilant rendition of “Let’s Set Sail”, a long standing Disney Cruise Line tradition designed to stir excitement for the voyages ahead.
Drawing on more than a century of storytelling from Disney, Pixar and Marvel, the Disney Adventure promises a floating world of fantasy. Guests can wander through seven immersive themed areas, including San Fransokyo Street inspired by Big Hero 6.
On board highlights include a brand new Broadway style musical titled Remember, immersive dining, signature fireworks at sea, imaginative children’s clubs and a vibrant collection of bars and lounges for adults. Thrill seekers can also take on Ironcycle Test Run, the cruise line’s first roller coaster at sea.
The Disney Adventure is the eighth ship in the fleet and sets sail on its maiden voyage on 10 March, launching an inaugural season of three and four night itineraries. It forms part of an ambitious expansion plan that will see five more ships join the fleet by 2031.
For Disney, the magic is no longer just on stage or screen. In Singapore, it now sails.
