The History Channel is visiting pizzerias nationally to drive tune-in for its new show Rome: Engineering an Empire.
The cable channel, owned by A&E Networks, taps up to 3,500 independent pizza restaurants for a $500,000 campaign centered on a sweeps awarding a seven-day trip to Rome. P-O-P in restaurants sends diners to Historychannel.com to enter the sweeps— get coupons for local pizzerias (buy one pizza, get the second half-price).
This History Channel will air tune-in messages on The History Channel and sister networks The Biography Channel and History International to drive restaurant traffic. The network gives restaurant owners P-O-P including box toppers, window clings, posters and table tents.
A sweeps for participating pizzeria owners will award a trip to the World Pizza Championships in Salsomaggiore, Italy. The History Channel is soliciting indy restaurant owners via pizza-restaurant trade publication PMQ Magazine through July 22. The promo runs Aug. 15 through Sept. 5, the day the show premieres; coupons are good through Sept. 30. NMA Entertainment & Marketing, New York, handles.
New York-based History Channel ran a similar promo in Greek restaurants to tout its program The True Story of Alexander the Great. The GEM Group, New York, handled that effort.
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