104-15641 Gold Winner II-G-1
Partnership with Affiliates - Campaign
CNN Election Express Yourself (EEY) Mobile Tour
Turner Broadcasting

MARKETING TEAM: Kerry Veale, Marketing Manager, Turner Network Sales; Keisha Taylor, Senior Marketing Manager, CNN; Laura Torbert, Coordinator, Turner Network Sales; Trish Lal, Manager, Turner Print Resources

CREATIVE TEAM: Tony Paske, Client Service Maestro, ProMotion

Marketing Summary

Division: II Networks & Content Provider
Category: G. Partnership with Affiliates
Medium: 01. Campaign

CNN Election Express Yourself (EEY) Mobile Tour
Turner Broadcasting

Situation Analysis
What were the challenges of the marketplace that led to the effort? Optional: What was your approximate budget, not including media buys?

During an unprecedented presidential election year of critical contract negotiations for Turner, it was essential to offer affiliates targeted, local opportunities to help drive their key business. With the election being the top story of 2008, the CNN Election Express Yourself (EEY) on- the- ground mobile tour allowed for each affiliate partner to leverage the high profile election story and the CNN brand, while driving revenue- generating units.

Goals and Audience
What business goals did you set out to accomplish? Describe the target audience(s)?

• Promote CNN=Politics, establishing CNN as the essential destination for all election and political news coverage, and associating local affiliates with CNN’s brand strength around Election 2008 • Provide affiliates with an opportunity to enhance local community relationships by offering a compelling, branded local event that served as a sales venue to the valuable CNN audience, voter registration drive, Mayor and government official speaking forum and school/community partnership • Showcase affiliate products and presence on site in the EEY footprint as well as partnership from a PR and local Public Affairs perspective

Strategy
What was the overall plan for the effort? What was your creative approach? (Don’t list tactics here.)

EEY provided an on-the-ground, interactive touch-point for CNN consumers, cable affiliates and their community partners in various key markets across the country. CNN worked closely with affiliates to create turnkey EEY events at schools and college campuses, sports venues and city halls. Turner managed all logistics and event planning for affiliates. Many affiliate Public Affairs groups sought opportunities to strengthen relationships with local schools and public officials. The CNN EEY tour served multiple purposes as a high-quality affiliate connection point to consumers in local markets, a well-attended event forum for officials to speak, which was important in an election year, increase of student involvement in the political process and onsite voter registration.

Tactics
Specifically, how did you accomplish your goals and execute the elements? What form(s) of media did you use and why?

• 34’ custom wrapped Airstream trailer • 16’ programmable LED message board • Graffiti wall • Polling stations • Political button making station • iReport kiosks • Lounge for CNN representatives, cable affiliates and other VIP guests • Cobranded premium items for attendees including: drawstring backpacks, word magnets, koozies • Cobranded signage throughout the footprint including: umbrella stands, airstream and graffiti wall magnets, polling stations • Affiliate booth with signage • Video & LED – Affiliate messaging and video running on LED boards and video monitors • Customized press release • Event spot

Results
What were the measured quantitative and qualitative results of your campaign against your goals? (If timing prohibits reporting full results, what is your plan for proving them?)

• Garnered a 91% affiliate participation rate, the highest of any CNN affiliate offering and one of the highest for all Turner network affiliate offerings • Partnered with 7 different MSOs with 34 events in 21 different markets during 2008 • Received significant on-air, print and online media exposure for both CNN and the affiliates around the EEY events. All media also integrated key affiliate messaging