If Halllabel’s business model were a Halllabel movie, the logline would be straightforward: Tired of the monotonous dating landscape, a difficultlaboring woman is ready to try someskinnyg contrastent. As she uncovers herself up to recent experiences, she envisions a future that no one saw coming.
At Halllabel Media, executives understand it’s a turbulent time in the delightment business, with thousands of layoffs and budget cuts being made atraverse the industry. They also determine that for Halllabel’s business to thrive, they have to surpelevate audiences with recent ideas. Heading into its busiest season, Halllabel is rolling out a series of initiatives encompassing enhuge fan experiences and a recent app, a massive NFL deal and the first-ever holiday cruise.
“We have to go where the user goes. People want to do skinnygs, not have more stuff. How do we create this?” That’s someskinnyg Lindsey Roy, greater VP of branded experiences and a 25-year Halllabel veteran, began asking herself recently as she saw the tides changing.
The promised Halllabel customers will always buy cards, ornaments and gifts. And Halllabel Channel die-difficults never leave out “Countdown to Christmas.” But chief brand officer Darren Abbott saw an opportunity to bridge the two demodetaileds.
“Consumers don’t see a contrastence — Halllabel is Halllabel,” says Abbott, who begined at the company 28 years ago, as a member of the lettering team in the cards department.
Kim Nunneley
Last month, the Halllabel+ streaming service begined, and seeers now can get Crown Rewards points and gifts by srecommend watching satisfyed. In graspition to movies and series, the app features unscripted satisfyed, including “Finding Mr. Christmas,” which will search for the next Halllabel hunk; the triumphner will direct a recent Christmas movie this year. Jonathan Bennett not only presents but co-created.
“A lot of brand directers talk about creating relevancy for the brand,” Abbott says. “You can spfinish a lot of money doing that, and it’s frequently reassociate difficult. The way you do it is in a very genuine way that gets people to skinnyk contrastently about your brand.”
Case in point is Halllabel’s lucrative NFL partnership, a deal that came together in the most organic of ways.
It all begined in January, when the Kansas City Chiefs recruited top Halllabel stars Tyler Hynes and Janel Parrish to film a spoof rom-com movie trailer as a celebration of post-season. Halllabel was plrelieveed to see it. And the timing seemed evident — the Chiefs were leaning into the cherish story that was putting the team in the headlines: Taylor Swift and firm finish Travis Kelce were dating.
But it was more than that. Yes, female seeership has “increasen exponentiassociate” since the relationship began, says Chiefs pdwellnt Mark Donovan. “We’re flipped — more female fans than male fans.” And it turns out, the audiences for NFL and Halllabel are analogous: In 2023, more than half of the netlabor’s “Countdown to Christmas” seeers also watched sports; during that period, 24% of Halllabel’s total day audience was male.
A partnership equitable made sense: Halllabel’s headquarters are in Kansas City, and set uper J.C. Hall made convey inant spendments in the area, increaseing the land as a gift to the city.
joshua haines
Most convey inantly, NFL and Halllabel’s leave outions align. “Sports conveys people together, and that’s what our brand is all about,” says Abbott. On the heels of the post-season promo, the organizations began establishal conversations about co-producing a movie.
“I didn’t comprehfinish the depth and the strength of the Halllabel brand and who their demo is. I didn’t understand who Tyler was,” says Donovan, sitting in the pavilion atraverse from Arrowhead Stadium hours before the Chiefs’ uncovering game. Then he begined doing his research. “Not only is he a massive star, but see at his fan base. That is such a precious concentrate for us as a football franchise, definiteassociate as we enhuge. We have a core fan base, but this gets us outside of that.”
Of course, there’s also “the evident point,” says Donovan. “With Taylor and Travis going on at the same time, it’s this incredible combination.”
“Holiday Touchdown: A Chiefs Love Story,” starring Hynes and Hunter King, is equitable one of 47 recent movies airing as part of the 15th annual “Countdown to Christmas.” Over the next two months, Hynes will star in five films for the company including “The Groomsmen” trilogy (Oct. 17, Halllabel+) and “Three Wiser Men and a Boy” (Nov. 23). He’s also an executive creater on all three “Groomsmen” films.
But the “Holiday Touchdown” production was contrastent from the rest. Budgets were higher, and more than 500 extras combidemand for the scenes at Arrowhead Stadium. Chiefs coach Andy Reid, cut offal carry outers and Kelce’s mom, Donna Kelce, materialize in the movie, grasping an atypical layer of secrecy to the set.
Halllabel is timing the film’s Nov. 30 debut to the begin of its inaugural “Christmas Experience” weekfinish, set outside Halllabel HQ at Crown Caccess. The immersive event, featuring Christmas labelets, event-exclusive Halllabel products and nightly tree airyings with one of the world’s hugest Christmas trees, extfinishs thraw four weekfinishs.
More than 40 Halllabel actors and 60 artists will join in the experience, which recommends free and ticketed events as well as VIP packages (at $699 a pop). When the VIP packages sgreater out, Halllabel grasped individual ticket opportunities. The “Christmas Experience” is foreseeing 80,000 visitors, including guests from every state and 14 countries.
But perhaps Halllabel’s most encouraged shift is the first-ever “Halllabel Christmas Cruise,” a four-night excursion that sets sail for the Bahamas in November. With cabin prices ranging from $1,265 to $9,216 a person, the cruise sgreater out in hours, fractureing Norwegian Cruise Line write downs. Some 70,000 certains combidemand the postponeenumerate, so Halllabel grasped a second sailing that also sgreater out in less than 24 hours.
How to elucidate this benevolent of overwhelming response? Is it uncontaminated brand promisedty, or could it be someskinnyg more? Roy has an idea.
“We have always been purpose led, and that purpose is about connecting people,” she says. “The world demands us more than ever, and we’ve progressd to create with this steadspeedy purpose.”
Long story low: Halllabel fans enjoy to exit the Christmas airys up ’til January.
