The "Sundance Kid" himself will be part of Sundance Channel’s upfront advertising presentations.
Network founder Robert Redford will be part of Sundance’s upfront events in Los Angeles (April 29), Chicago (April 30) and New York (May 1). Redford will be joined by Sundance Channel president and CEO Larry Aidem, executive vice president, marketing, branded entertainment and sponsorship Kirk Iwanowski and vice president Kim Gabelmann as the commercial-free service seeks out more integrated, multiplatform packages.
Network officials said the strategy, focusing on customized, content-based marketing platforms, in lieu of traditional commercials, has yielded pacts with Lexus, Citi Smith Barney, Cadillac, Grey Goose, HP, Microsoft and Stella Artois, among others.
Iwanowski said that Redford’s participation in the intimate, invitation-only gatherings is “our way of telling our agency partners that we are serious about our relationships with their clients and who better to express our commitment than the man that created this dynamic brand. Our goal is to tell sponsors that we are creative thinkers and although we don’t air ‘traditional’ advertising on the linear network, we collaborate with our partners to create bold, innovative marketing platforms to achieve their specific objectives.”
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