Identical to a basic romcom story, Hallmark needs followers to fall in love with them year-round.

This month, Hallmark introduced an expansive slate of authentic films and collection throughout varied genres, in addition to extra immersive fan activations and experiences. And naturally, the corporate can have new vacation content material, all of which is obtainable on the Hallmark Channel and streaming platform Hallmark+.

Ed Georger, evp, advert gross sales and digital media, Hallmark Media, mentioned with a whole lot of fragmentation available in the market in the present day, it’s essential for a corporation to have a constant model lens.

“There’s rather a lot that we’re doing, but it surely stays throughout the contextual relevance of the model,” Georger informed ADWEEK. “We inform that story within the market in just a few other ways.”

Because the business heads into upfront season, Georger mentioned conversations are shortly altering, which is reflective of how shortly the worldwide markets are shifting.

“We’re going to listen to phrases like ‘flexibility,’ ‘tariffs,’ and ‘uncertainty,’” Georger mentioned. “Whereas we navigate that sort of market collectively, I might encourage us all to remind ourselves that manufacturers and content material matter, contextual relevance issues, and good storytelling is in the end what drives our enterprise. It drives viewership, it drives engagement, and helps our promoting companions promote extra product, or develop their enterprise, so we lean on these matters.”

Finally, conversations are a bespoke course of, as shoppers’ needs and priorities fluctuate throughout manufacturers.

“What’s essential for us is to take heed to what our shoppers’ wants are, the place their companies are going, how we may also help them,” Georger mentioned.


Small Town Setup crosses The Bachelor/Bachelorette franchise with the plot of every single Hallmark holiday movie.

Hallmark will get into actuality TV programming

Amongst its content material, Hallmark’s actuality slate gives varied advert alternatives.

Hallmark started stepping into actuality TV during the last 12 months, and the corporate is embracing it much more shifting ahead.

“We name it ‘Actuality TV with a Coronary heart,’” Georger mentioned. “It’s actuality programming with a Hallmark taste—or a Hallmark model essence coming in by means of that sort of programming—as a result of we expect there’s a possibility there as properly.”

Hallmark is planning to launch a brand new slate of unscripted collection, from competitors to neighborhood constructing to dwelling and way of life enhancement exhibits.