Shark Week gets PR blitz - Variety
Discovery puts teeth in marketing campaign - by Emilie Pons - Jul. 16, 2006
Discovery has kicked off the biggest marketing campaign in the 19-year history of Shark Week.
Shark Week, which Discovery calls "cable's longest-running programming stunt," will run from July 30 to Aug. 4, and will include seven all-new shark-focused specials.
Event will be hosted by Mike Rowe (from "Dirty Jobs," Discovery's highest-rated regular series). It will kick off with his two-hour special "Dirty Jobs: Jobs That Bite" and end with the one-hour special "Dirty Jobs: Jobs That Bite Harder."
From Monday to Aug. 6, a 446-foot-long inflatable white shark will be hung outside Discovery Channel Communications' headquarters building, in Silver Spring, Md. There will be a major New York publicity blitz for Shark Week, which will be invading some of New York's main landmarks. For four days, eight hours per day, about 15 people dressed as surfers and "Chewleaders" will be walking all around New York.
Last year, an estimated 20.6 million people watched some of Shark Week, with 8 million people tuning in to the premiere special, "Mythbusters: Jaws Special."
Comments