Hallmark is looking to expand its brand. They want to focus on storytelling and romance. This month, the network unveiled its plans for bringing more reality television, original movies, and immersive fan connections year-round.
Expanding The Brand
Hallmark will continue to roll out Christmas movies on the Hallmark Channel and Hallmark+. However, the network wants to find new ways to tell stories. The Motherhood, starring Connie Britton, is just one of the unscripted series in the works. Ed Georger, EVP of Ad Sales and Digital Media with Hallmark Media, shared with AdWeek that the company wants to expand.
The media brand wants to add reality programming to keep up with the changing times. But it’s not your typical reality shows, which glorify drunken hookups or physical fights. “We call it ‘Reality TV with Heart,'” Georger said. “It’s really programming with a Hallmark flavor—or a Hallmark brand essence coming in through that type of programming—because we think there’s an opportunity there as well.”
Hallmark has numerous unscripted series in the works, ranging from competition shows to lifestyle enhancement. One project is called Baked With Love: Holiday, a bake-off series in which bakers will create their family desserts. Daughter of the Bride will center around daughters who help their moms find love again. For mystery buffs, there’s the new show Murder Mystery House, which invites Hallmark fans to a mansion to solve a “murder” that has taken place. The one who solves the mystery and determines who the “killer” is will win a cash prize.
READ MORE: Jane Seymour to star in Hallmark limited Christmas series.
Something For Fans
Hallmark’s plans include something special for fans. The second annual Christmas Cruise will set sail from Nov. 6 to Nov. 10. The Hallmark Christmas Experience attracted over 100,000 fans for four weekends in December. The success of both events led to the creation of One Hallmark, which will offer more immersive experiences.
“It gives our fans an opportunity to connect with something that is very meaningful,” Georger explained. “We’re talking with advertisers not only about how your brands advertise with us, but also how you come on board and be part of what we’re calling One Hallmark.”
This is just one aspect of One Hallmark. It will also include decorations and greeting cards. The plan is to make Hallmark a unified brand. Hallmark will also celebrate its 16th annual “Countdown to Christmas” this year, which features original movies and scripted limited series.
