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Hallmark moves traditional holiday commercials online, away from TV

Published Tue, Nov 17, 2015 · 09:50 PM

Washington

SHORTLY before Hallmark would have traditionally launched its seasonal commercial heart-warmers, the greeting-card giant made a surprising confession: This year, for the first time ever, it would spend nothing on holiday TV ads.

Instead, the struggling keepsakery will go all-digital, spending on cheeky YouTube ads and partnering bloggers to sing the brand's praises. It is also paying the photo-sharing app Snapchat to plaster Hallmark's logo onto family pictures taken beneath America's big downtown Christmas trees.

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Hallmark moves traditional holiday commercials online, away from TV

Consumer & Healthcare

HCA beats first-quarter profit estimates on higher patient admissions

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Shareholders raise questions over dividend payout, directors’ salaries at Best World AGM ahead of proposed privatisation

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