Following is a press release from CBS regarding the marketing campaign for their special Elvis programming in May:
Elvis Is In The Building!
Whole lotaa shakin'going on in CBS marketing campaign to promote Ëlvis Week". Promotional Blitz To Include:
Four Hour CBS Television Movie Event “ELVIS”
Two Hour Special “ELVIS BY THE PRESLEY’S,” Featuring Intimate Interviews with Priscilla Presley and Lisa Marie Presley …
Glossy Spread in People Magazine, With Sound Chip That Plays “Blue Suede Shoes”…
Mini Elvis CD Featured on Four King-Themed TV Guide Covers …
Elvis Holograms On Building Sides in New York and Los Angeles …
And Elvis Promotions on VHI, Infinity Radio and American Airlines’ “Eye on American” In Flight Entertainment
Almost 50 years after first appearing on CBS on “The Ed Sullivan Show,” CBS is rolling out an aggressive multi-platform marketing and publicity campaign to support its upcoming “ELVIS WEEK,” which will be anchored by six hours of CBS programming that charts the historic rise of one of the world’s most famous entertainers. In conjunction with the television specials, PEOPLE Magazine will feature in its April 29 issue an embedded audio feature in a multi-page glossy photo spread that plays Elvis’ “Blue Suede Shoes” upon opening, while TV Guide will feature a real CD on its May 8 cover. American Airlines will also feature Elvis-themed content on its “Eye on American” in flight entertainment feature throughout April and May, including clips from the CBS movie event.
The multi-layered effort also includes addition print stunts, buzz builders on the street, unique online tie-ins, heavy promotion on Viacom radio and cable properties, extensive co-marketing with CBS's 200-plus affiliated stations and special Elvis-themed content on "CBS Eye on American.”
Elvis Presley, one of the most famed entertainers ever to live, is celebrated in a way like never before May 8-13 on CBS. On May 8 and 11, the four-hour movie event “ELVIS” chronicles Elvis’ journey from his humble beginnings to worldwide celebrity. Presley’s master recordings will be heard in a biographical film for the first time. ELVIS BY THE PRESLEYS, a new entertainment special that will feature a collection of new, intimate interviews with his former wife, Priscilla Beaulieu Presley, and their daughter, Lisa Marie Presley and other family members, will be broadcast May 13. Exclusive never-before-seen television performances, photographs from the Presley Estate archives and Presley family home movies will be broadcast for the first time. Both events were produced with the full cooperation and participation of the Elvis Presley Estate.
In an innovative print stunt for “ELVIS WEEK,” Elvis’ music will come alive in the pages of PEOPLE magazine. In the issue on sale April 29, a clip of “Blue Suede Shoes” will instantly play when the reader opens up a multi-page glossy spread. This groundbreaking promotion marks the first time PEOPLE has employed this special technology embedding audio in an ad page.
Other print publicity will include an exclusive, unreleased version of the Elvis hit “Young and Beautiful” on a mini-CD attached to four different covers of the May 8 TV GUIDE issue, which hits newsstands on May 5. CBS has also commissioned an exclusive Elvis themed crossword puzzle to be featured in THE NEW YORK TIMES the day of the “ELVIS” premiere.
Besides on-air, CBS will take its ELVIS promotions to the air with a special version of American Airlines’ in-flight program “CBS Eye on American” exclusively devoted to “ELVIS WEEK,” featuring behind-the-scenes looks at both “ELVIS” and “ELVIS BY THE PRESLEY’S,” segments from Elvis’ “’68 Comeback Special” and “Aloha from Hawaii” and videos of remixed Elvis hits. "CBS Eye on American" is seen by millions of travelers each month since 1998. Passengers will also receive “ELVIS” Viewer’s Guides and a CD sampler.
Several stunts on the street have been planned to further add to the excitement of “ELVIS WEEK.” Elvis may have left the building, but dynamic video previews of The King will be projected on buildings in New York and Los Angeles on the nights leading up to the premiere. Street teams will distribute hundreds of thousands of specially-created “ELVIS” Viewer’s Guides in New York and Los Angeles, at Graceland and Television City in Las Vegas and aboard American Airlines flights. Traditional outdoor advertising will include “King” sized billboards in Times Square and on Sunset Strip, and buses in New York and Los Angeles will be blanketed with “ELVIS” posters.
Several innovative online components will add to the buzz about The King of Rock N’ Roll. CBS has created a “Dancing Elvis” that will shimmy across the screen on prominent web portals, including Yahoo. In order to build word of mouth amongst Elvis’ faithful, CBS has partnered with Elvis.com to offer exclusive updates on the “ELVIS” production schedules. The website Citysearch will join in the Elvis pandemonium by offering “Elvis was here” info on many of the cities where The King has a special legacy, including Memphis, Las Vegas, Hollywood and more.
CBS is also maximizing promotional opportunities within the Viacom family with an extensive campaign on sister cable networks MTV, VH1, TV Land, Spike and CMT, as well as Infinity radio stations and the Westwood One network. VH1 will air an exclusive sneak of “ELVIS,” including a musical performance hosted by Camryn Manheim (who plays Gladys Presley). And Viacom sibling Paramount will participate via an in-store promotion placing “Elvis Week” tune-in stickers on DVD’s of Elvis movies on sale.
CBS also has launched a comprehensive joint marketing effort with its 200-plus affiliated local stations, providing them with: a tie-in guide resembling an Elvis album cover featuring compelling story ideas for local newscasts; attention-grabbing contest ideas (such as a dance competition featuring prizes for best swivel hips and blue suede shoes); and a wealth of Elvis trivia. CBS will also be providing six Elvis songs for stations to use in locally produced on-air promos.