Last month Graceland began airing its first national commercial inviting tourists to visit Memphis. Now the CBS division of Viacom is launching a $10 million to $20 million marketing blitz to promote its mini-series ELVIS
and a documentary titled Elvis by the Presleys
. During the blitz, American Airlines will play Elvis movies during flights and distribute Elvis CD samplers. People
magazine will run a musical insert proclaiming "The King is Hear" that plays "Blue Suede Shoes" when opened. Cross-promotion on such Viacom properties as CMT, MTV, VH1, Spike, and TV Land will be abundant.
In a related story, Graceland recently launched a live webcam from Elvis' bedroom window so everyone in the world can know how it feels to be caught in a trap. -- Chris Davis
Plante: How It Looks