MediaBuyerPlanner: ABC is inserting a hospital gown in the September 24 issue of TV Guide as a promotion for Grey’s Anatomy. The gown is meant as a reminder that all-new episodes of the hit drama are returning Thursday, Sept. 27.
The ABC-branded, life-sized hospital gown will be mailed to subscribers in New York and Los Angeles. “This is a great opportunity and a fun way to get viewers excited about the return of Grey’s Anatomy, and TV Guide is the perfect place for it,” says Marla Provencio, executive vice president, marketing, ABC Entertainment.
ABC is also promoting its new show Pushing Daisies by handing out flowers at screenings, while Fox has deployed fake news vans to promote its comedy Back to You and CBS has created an ad that tastes like a lime mojito to promote its new show, Cane. The flavorful ad will run in Rolling Stone.
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