Video Business Coverage

Quest for a new label

Video Business, Vol. 16, Issue 5, p. 36, February 2, 1996 by Mary Ann Farley

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Turner Home Entertainment has lined up a diverse group of promotional partners to launch Classic Jonny Quest, four animation titles, premiering under Turner's new Cartoon Network Video brand. The label will serve as a banner for the company's sell-through collections of new and classic cartoons.

The Quest titles prebook Feb. 27 for a March 19 street date ($12.98 each). Turner will release Jonny Quest vs. the Cyber Insects, a new feature-length animated movie ($14.98), at the same time.

The partners in the promotion are Pillsbury's Green Giant Vegetables, Days Inn Hotels, Little Debbie Snack Cakes and Planet Hollywood restaurants. The campaign is valued at more than $15 million and will include support on all Turner Broadcasting networks.

Partners will tie in as follows:

The Pillsbury Co. Green Giant Vegetables will offer a $3 rebate by mail to consumers who provide six or more proofs-of-purchase of Green Giant canned vegetables and a receipt for one of five Classic Jonny Quest videos. Turner will include an insert in each video detailing the rebate offer, and Green Giant's merchandising displays in supermarkets will outline the promotion.

Days Inn Hotels. In all Cartoon Network Video product, Days Inn will provide a coupon offering half-price memberships in its Family Vacation Club, a service that offers participants a variety of special lodging discounts. The insert will also promote the company's "Kids Stay Free" program.

Little Debbie Snack Cakes. Fans of Turner's classic cartoons will be able to buy from a fulfillment house discounted caps, T-shirts and other assorted Cartoon Network merchandise, advertised on 75 million packages of Little Debbie products. Little Debbie plans to promote the offer on posters, shelf talkers and header cards.

Planet Hollywood. In March and April, all 21 Planet Hollywood locations will feature Classic Jonny Quest on a variety of promotional items such as place mats, table tents and in-house TV monitors. Turner will promote the restaurant activity through radio giveaways, meal coupon inserts and a trailer on Jonny Quest videos. For the trade, Turner plans to host a number of distributor/retailer parties during solicitation at various Planet Hollywood locations.

"Releasing Jonny Quest gives us the opportunity to market one of the most well-known and best-loved characters of all time," said marketing VP Richard Pinson. "To create a tie-in with companies of this magnitude reflects the strength of the Cartoon Network as a brand."

Turner will place Classic Jonny Quest on moratorium June 30 in anticipation of a new series, The Real Adventures of Jonny Quest, to launch in fall 1996.

"The moratorium date creates a sense of urgency," said Pinson.

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