After spending the last few years telling viewers to “Start Here,” ABC this week will begin telling viewers just where “here” is.
During its upfront presentation to advertisers Tuesday, the network will unveil a massive new on-air promotional campaign built around the concept of the ABC House. “Your favorite shows live here,” the network will tell viewers with the spots, which will feature a comedic tone and a wide assortment of ABC talent appearing in character.
“We want people to think of ABC as a place,” said Mike Benson, the network’s co-executive VP of marketing with Marla Provencio. “We want people to feel ABC is more of a home, a place where you and your family can gather.”