Swiss Luxury Watch Brand Carl F. Bucherer Taps ON Networks for Global Brand Campaign
Brand Signs Sponsorship Rights to Original Travel Series Appearing Across Online, Cable and Mobile Networks
AUSTIN, Texas – September 22, 2008 – ON Networks® (ON), a digital media company bringing original, digital TV series to all screens, today announced that 90 year-old Swiss luxury watch brand Carl F. Bucherer has signed exclusive sponsorship rights to the ON travel series City by City. The 12-month agreement provides Carl F. Bucherer with multiple ways to connect with the high-end travel show’s viewers through a combination of targeted custom syndication, on-line and off-line advertising, consumer surveys and related retail marketing programs. Carl F. Bucherer partnered with ON because of its unique ability to connect brands directly with relevant programming that engages a highly targeted audience and is portable across the company’s AllScreen™ Network – the world’s largest distributed, digital programming network and one-stop platform for reaching global viewers through televisions, computers, and mobile devices.
“To raise visibility among discriminating consumers who are passionate about fine-crafted watches, it’s important to engage them in the right place and in the right context, which is why mass-market television and even many new video sites are not as effective,” said Thomas Morf, CEO of Carl F. Bucherer. “ON Networks allows us to reach our prospective consumers wherever they are with sophisticated, brand-relevant programming. And ON’s ability to make it available across any digital tier gives our brand a savvy, future-forward image.”
As part of its campaign with ON, Carl F. Bucherer has signed sponsorship rights to 30 episodes of City by City as well as the ability to exploit the program within its existing
marketing campaigns and retail channels. This is in contrast to how traditional TV advertising or on-line ad networks work, where advertisers purchase network time slots as opposed to program integration.
City by City is a new, short-form HD TV show designed to clue viewers in on the best hotspots, most stylish hotels and the hippest clubs and restaurants in any number of various locations. The show’s first season has 18 episodes highlighting European cities, ranging from Zurich to London, Istanbul and Berlin. Season two plans to incorporate Asian cities. Among its many locations, City by City can be found online at www.citybycity.tv.
The Carl F. Bucherer campaign is currently appearing on City by City on the web, cable VOD, IPTV and mobile distribution channels with partners like Apple, TiVoCast, Telecom Italia and more. The show has already attracted viewers across the U.S. and Europe, generating hundreds of thousands of views per week, and has seen a nearly five percent click through rate on in-video advertising .
“Industry data continues to reinforce the mindset of today’s choice-driven ‘anywhere consumer,’ causing more companies to question the effectiveness of branding through traditional television advertising,” said Jen Grogono, chief content officer of ON Networks. “By partnering with Carl F. Bucherer around a specific and relevant digital series like City by City, we are able to give them a more transparent and controlled vehicle for communicating with their consumer, regardless of where, when and how the dialogue takes place.”
ON Networks is one of the world’s largest independent providers of original, multi-screen HD TV programming. Four of ON Networks programs were ranked among iTunes “Best of” in 2007, and five were named Webby 2008 nominees or honorees. Covering a range of topics, shows from ON Networks are created around the world and distributed across the company’s exclusive, AllScreen™ Network.
For more information about ON Networks, visit www.onnetworks.com.
ON Networks, Inc., Original programming for Original people™
ON Networks engages consumers through original HD series and unique brand experiences that connect viewers to their passions, introducing a world of relevant, smart content that’s accessible over their AllScreen Network wherever, however and whenever viewers choose. Based in Austin, Texas, ON is a privately-held company backed by Accel Partners, Austin Ventures, AT&T and S3 Ventures. See tomorrow’s television today at www.onnetworks.com.
ON Networks is a registered trademark of ON Networks, Inc. AllScreen and Original Programming for Original People are trademarks of ON Networks, Inc. All other names may be trademarks or registered trademarks of their respective owners.
Media Contacts:
Karl Scholz
For ON Networks
karl.scholz@virtualprdirector.com
(512) 493-0909
AUSTIN, Texas – September 22, 2008 – ON Networks® (ON), a digital media company bringing original, digital TV series to all screens, today announced that 90 year-old Swiss luxury watch brand Carl F. Bucherer has signed exclusive sponsorship rights to the ON travel series City by City. The 12-month agreement provides Carl F. Bucherer with multiple ways to connect with the high-end travel show’s viewers through a combination of targeted custom syndication, on-line and off-line advertising, consumer surveys and related retail marketing programs. Carl F. Bucherer partnered with ON because of its unique ability to connect brands directly with relevant programming that engages a highly targeted audience and is portable across the company’s AllScreen™ Network – the world’s largest distributed, digital programming network and one-stop platform for reaching global viewers through televisions, computers, and mobile devices.
“To raise visibility among discriminating consumers who are passionate about fine-crafted watches, it’s important to engage them in the right place and in the right context, which is why mass-market television and even many new video sites are not as effective,” said Thomas Morf, CEO of Carl F. Bucherer. “ON Networks allows us to reach our prospective consumers wherever they are with sophisticated, brand-relevant programming. And ON’s ability to make it available across any digital tier gives our brand a savvy, future-forward image.”
As part of its campaign with ON, Carl F. Bucherer has signed sponsorship rights to 30 episodes of City by City as well as the ability to exploit the program within its existing
marketing campaigns and retail channels. This is in contrast to how traditional TV advertising or on-line ad networks work, where advertisers purchase network time slots as opposed to program integration.
City by City is a new, short-form HD TV show designed to clue viewers in on the best hotspots, most stylish hotels and the hippest clubs and restaurants in any number of various locations. The show’s first season has 18 episodes highlighting European cities, ranging from Zurich to London, Istanbul and Berlin. Season two plans to incorporate Asian cities. Among its many locations, City by City can be found online at www.citybycity.tv.
The Carl F. Bucherer campaign is currently appearing on City by City on the web, cable VOD, IPTV and mobile distribution channels with partners like Apple, TiVoCast, Telecom Italia and more. The show has already attracted viewers across the U.S. and Europe, generating hundreds of thousands of views per week, and has seen a nearly five percent click through rate on in-video advertising .
“Industry data continues to reinforce the mindset of today’s choice-driven ‘anywhere consumer,’ causing more companies to question the effectiveness of branding through traditional television advertising,” said Jen Grogono, chief content officer of ON Networks. “By partnering with Carl F. Bucherer around a specific and relevant digital series like City by City, we are able to give them a more transparent and controlled vehicle for communicating with their consumer, regardless of where, when and how the dialogue takes place.”
ON Networks is one of the world’s largest independent providers of original, multi-screen HD TV programming. Four of ON Networks programs were ranked among iTunes “Best of” in 2007, and five were named Webby 2008 nominees or honorees. Covering a range of topics, shows from ON Networks are created around the world and distributed across the company’s exclusive, AllScreen™ Network.
For more information about ON Networks, visit www.onnetworks.com.
ON Networks, Inc., Original programming for Original people™
ON Networks engages consumers through original HD series and unique brand experiences that connect viewers to their passions, introducing a world of relevant, smart content that’s accessible over their AllScreen Network wherever, however and whenever viewers choose. Based in Austin, Texas, ON is a privately-held company backed by Accel Partners, Austin Ventures, AT&T and S3 Ventures. See tomorrow’s television today at www.onnetworks.com.
ON Networks is a registered trademark of ON Networks, Inc. AllScreen and Original Programming for Original People are trademarks of ON Networks, Inc. All other names may be trademarks or registered trademarks of their respective owners.
Media Contacts:
Karl Scholz
For ON Networks
karl.scholz@virtualprdirector.com
(512) 493-0909