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TWC Sets Trade Campaign

3/23/2006 3:05 AM Eastern

The Weather Channel will invoke the power of Mother Nature in its new ad campaign.

In trade ads that will begin appearing March 27, the channel will communicate that it is "media's most powerful environment" across all media platforms. It will also stress that it is known for fewer spots in each commercial pod and higher levels of engagement by viewers during those few commercials.

TWC talent will take center stage for the first time in spots designed to stress the viewership benefits of advertising on the network. For instance, in one spot, on-air meteorologist Stephanie Abrams, referring to popular crime programming available on other networks, notes, "I can't solve complex crimes, but I help keep 100% retention during the commercial breaks."

The year-long campaign will run in advertising and TV trade publications. The ads were created and produced by Blue Sky Agency of Atlanta.

September