USA Network - in plain sight

A 2008 campaign for TV channel USA Network promoting a new series `In Plain Sight’. Pre-campaign research (described) helped to develop the campaign, and continuous tracking during the 6 months while it ran (throughout the series on air) enabled continuous modifications.

USA Network In Plain Sight

BUSINESS SITUATION AND CAMPAIGN OBJECTIVES

USA Network had the number one new series of the year on cable in both 2006 with Psych and in 2007 with Burn Notice and The Starter Wife. In 2008, USA hoped to maintain that record with the new series In Plain Sight, a show starring Mary McCormack as a U.S. Marshal working in the witness protection program. The USA marketing team set out to launch the series with a campaign that would meet the following objectives: 1) to create awareness of the series among current USA viewers and potential...

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