Nearly everyone has sent a gift card to someone in his or her life. However, it is most likely a certain holiday that caused a person to send this card. Often times the fact of sending just a card to say hello is over looked or ignored. Hallmark wants people to know, cards can make anyone happy at any time of the year.
Hallmark created the Hallmark Writers and Artists Tour in 2003 to showcase how cards can benefit others emotionally. While doing this, not only did those who created the cards inspire others, but those who purchase the cards help inspire the creators and gave ideas to create and write cards. This entire program was developed to help share their stories and emotions with one another and how these greeting cards have benefited them in the past.
A website called Meaningful Moments was also created, which allowed the every average consumer to post their story or inspiration online for others to see. This sight became highly inspirational to others and allowed sharing information to become possible. It also helped those who weren’t willing to express themselves to the writing crowd.
The media was a key in promoting and telling the story of the Hallmark Writers and Artist Tour. They covered news stories about the writers and artists, as well as how those who went to witness it also became touched by the events. A total of 21 radio interviews reached 5.5 millions listeners, along with 17 TV interviews reaching 8 million viewers. The media helped the tour excel and promote itself by using the media to spread the word of this great tour.
While this was away to promote the card company, it was done in a very subtle manner. For many it was not a tour to promote sales, but a tour to help organize an emotional bond between card and buyer and buyer and creator. It helped remind people that sending a card can be done anytime of the year, and it really does give an emotional feeling to the one receiving it.
I feel that a company such as Hallmark need to have a beliefs and values statements, and theirs is a success. Greetings cards have been rising in cost, and many people just simply forget the impact of a card. More affordable cards have been created which means it can become easier for a person to send them to their loved ones and friends. With Hallmark, having such a strong statement shows they care about emotions and not just selling the card and making the money. It may only be a piece of paper, but it also conveys emotion, and Hallmark wants to show people that this is a part of sending a card, whether it be on a holiday or just to say hi.
Public Relations Management & Campaign Design 