A&E Network Design & Branding THE GLADES - KEY ART by A&E Television

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Industry Сable/Satellite television
Media Design & Branding
Market United States
Agency A&E Television
Released May 2010

Credits & Description

Category: Design Photography
Advertiser: A&E TELEVISION
Date of First Appearance: May 10 2010
Entrant Company: A&E TELEVISION, New York, USA
Senior Vice President, Marketing: Guy Slattery (A&E Television)
Vice President, Advertising & Marketing: Lori Peterzell (A&E Television)
Director, Brand Creative Marketing: Meghan Kirsch (A&E Television)
Director Media: Elizabeth Luciano (A&E Television)
Vice President, On-Air Creative: Val Albanese (A&E Television)
Director, On-Air Creative: Maria Pecoraro (A&E Television)
Senior Producer: Angelique Mais (A&E Television)
Manager Brand Creative Marketing: Marissa Grasso (A&E Television)
Creative Agency: (Big Smack)
Digital Agency: (The Visionaire Group)
Media placement: Teaser Campaign - OOH NY, LA, Chicago - 10 May, 2010
Media placement: Tune-In Campaign - OOH NY, LA, Boston, Chicago And 5 Other Markets - 21 June, 2010
Media placement: Print Ads - EW, People, TV Guide, US Weekly, Star - 11 June, 2010

Describe the brief from the client
The Glades, A&E’s original scripted drama, follows Jim Longworth, a brilliant yet hard to get along with homicide detective from Chicago who has recently been reassigned to the sleepy, middle-of-nowhere town of Palm Glade, Florida, where the sunshine and golf are plentiful and oddly enough, so are the homicides.

For the key art to have impact, we looked for concepts that best conveyed the dramatic and quirky tone of the crime-oriented series while remaining true to
the A&E brand identity.

Describe the challenges and key objectives

Ultimately, A&E’s goal was to drive tune-in not only to the series première, but also throughout the entire season. Success, from a ratings standpoint, meant bringing in a larger audience than previous dramas on A&E, both première and season average. A&E wanted to ensure not only that we brought in the audience, but that we maintained them across the season.

Attitudinally, we wanted to establish A&E finally as a place for scripted drama. We hoped that a strong audience across the season, along with demographics that more closely aligned with drama series would indicate a shift in audience perception.

Describe how you arrived at the final design
We explored several explorations in developing the key art for The Glades. In the end, an iconic conceptual approach proved most effective, tying in the native Florida orange, and addressing concerns of otherwise launching with an unknown talent. Paired with the copy, “Sunny with a Chance of Homicide” the key art quickly summed up the premise while giving a creative wink at sinister undertones.

The creative was carried into on and off air spots, digital units, news & entertainment print and outdoor environments, establishing a cohesive campaign across all communications.

Give some indication of how successful the outcome was in the market
THE GLADES premièred Sunday, July 11th, garnering a record-breaking 3.6MM million viewers, becoming the most-watched original drama series telecast in A&E’s history. Of those 3.6MM, 1.44MM were in our demo 25-54 and 1.6MM of those viewers were "new" to the network (meaning they had not watched programming on the network in the last month). Of our demo, A25-54, 660,000 were "new" to the network. Competitively, we remained close to TNT's new offering, Memphis Beat, which aired to a 1.5 against the demo. We were also close to USA's new offering, Covert Affairs, which scored a 1.72 against the demo.