'Coupled' Fox TV Promotional Campaign
- Client: Anguilla Tourist Board
- Date: 2016
The PM Group negotiated several added value components, including the production of the :30 TV ads and the :15 video postcards, an additional week of sponsored advertising and 17 additional contest spots. The agency delivered double the value of the investment, along with total estimated impressions of over 2 million in the New York metro region, at a record cost per impression of around 7 cents.
PMG negotiated a promotional campaign targeting the New York Metro Area, Anguilla’s largest source market, that would run on-air and online, to capitalize on the prime time broadcast on FOX of an all-new dating series “COUPLED”, filmed entirely on location in Anguilla.
We created a :30 television spot, a first for the island, highlighting the best of Anguilla, and introducing the destination’s new ‘address’, Anguilla, British Caribbean, telling the viewer that “Anguilla is the Answer”. The ad debuted during the “COUPLED” premiere and ran online and in each episode of the 10 week series.
The promotional campaign also included weekly Billboard Announcements promoting the evening’s line-up; :15 video postcards, running on air (FOX5 NY) and online (FOX5NY.com); sponsored advertising content, including an article about Anguilla and the :30 TV spot; and a “Swipe Right to Anguilla” online consumer sweepstakes, offering viewers the opportunity to win a trip for two to Anguilla to the property featured in the TV series. Promotion for the contest included a custom page on the Fox5 website, 25x promotional TV spots; and a strong social media push. A series of banner ads placed all around the Fox5 website directed visitors to the sponsored content pages and to the contest site.