The June 30 release by Golden Books Family Entertainment Home Video & Audio of ‘The Madeline Collection,’ two new-to-video animated titles, plus the re-release with a unified brand design of all previously issued Madeline titles, will be accompanied by a comprehensive promotional campaign that includes a Paris vacation sweepstakes. The video releases will be simultaneous with the debut of the live-action feature film release, Madeline from Columbia TriStar Pictures, and will tie in with the feature film’s radio promotions.
‘Our strategy with the whole campaign was to position ourselves at retail at the same time as the live-action film comes out,’ says Joanne Singer, vice president of marketing for Golden Books Family Entertainment Home Video & Audio.
Additional features of the campaign include: a Continental Airlines discount coupon program, consumer savings on the Madeline-based CD from Sony Wonder and point-of-sale materials.
As for the sweepstakes offering a Paris vacation, Singer says, ‘The idea came from Madeline-it’s her hometown. Also it seemed to fit in terms of the old house covered in vines where Madeline lives. Winners can go and see it.’
Another aspect of the campaign is a new gold spine, which will incorporate the Golden Books logo on both new and returning videos. ‘It’s a trusted brand,’ says Singer. ‘This is a way to link the [Madeline and Golden Books Family Entertainment Home Video & Audio] brands.’
The Continental Airlines tie-in offers a discount coupon inside videos good for US$100 off domestic flights. Additional coupons offer a US$2 discount on the Madeline’s Favorite Songs cassette or CD.