Hallmark Media Announces ‘One Hallmark’: What Is It?
At the recent upfront presentation, Hallmark Media made several announcements. The network will be premiering 40 Christmas movies for Countdown To Christmas. Best of all, there will be over 4,000 hours of holiday programming
in 2025. In addition, they plan to make more unscripted shows, labeling them “reality with heart.”
Lastly, they announced “One Hallmark.” What does this mean, let alone encompass? Here is how the feel-good network is branding itself.
What Is One Hallmark?
There have been a lot of changes at the feel-good network. That includes their branding which is now called “One Hallmark.” According to Adweek, Ed Georger, EVP of Ad Sales and Digital Media at Hallmark Media talked about the new branding at the network.
While the network started as a family-owned card company 115 years ago. This brand also includes DaySpring, and Crayola, and more. That is one component of three parts of the network’s branding. The next part is movies and reality series.
Everyone knows what this brand is, especially during Countdown To Christmas. Even non-Hallmark Christmas movies are mislabeled as the brand. That is because millions of people will watch at least part of the network’s holiday movies. Furthermore, the Christmas holiday season is synonymous with the network.
Movies like Three Wise Men And A Baby, and Haul Out The Holly have sequels. This year, there will be 40 Christmas movies. In addition, two series including Mistletoe Murders, and the new limited series The Twelve Dates Of Christmas will be part of the over 4,000 hours of programming available on linear and streaming.
Mistletoe Murders is based on the Audible Original of the same name. This stars Sarah Drew, Peter Mooney, and Sierra Marilyn Riley. This is a murder mystery series that features Emily Lane, the owner of a Christmas store, who solves murders and has a secret pass.
The network has now successfully gone into unscripted territory. The Jonathan Bennett-led series Finding Mr. Christmas is a competition series to find the next male lead in a Hallmark movie. Last year’s winner, Ezra Moreland, also starred in the final 2024 Countdown To Christmas movie, Happy Howlidays, with Jessica Lowndes.
Last year, Hallmark launched two major fan experiences. Firstly, they set sail on two cruises where fans got to sail with some of the network’s top stars. They got to preview a new movie, and enjoy all of the fun holiday traditions that are featured in holiday movies. Last year, they sold out two ships with 70,000 more people on the waiting list.
In addition, the network held the Christmas Experience for four weekends in a row. As with the cruise, there were events to meet the stars of the series, enjoy some amazing hot chocolate, and participate in holiday activities. Over 100,000 people attended this event. That includes people from all over the world.
Needless to say, these components of the “One Hallmark” experience will happen again in 2025.
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Holiday Touchdown Movies In Collaboration With NFL
In addition, last year, the network worked in collaboration with the NFL for the movie Holiday Touchdown: A Chiefs Love Story. This year, they are making a second movie called Holiday Touchdown: A Bills Love Story. This is a good example of what “One Hallmark” is all about.
“The partnership will include fan activities, co-branded merchandise, and promotions across various platforms, while more details will be announced later this year.” Therefore, all three components of this branding will be part of the experience. That includes merchandise related to the card and gift business, a romcom, and special fan experiences.
The network could certainly expand on this trifecta with other popular movies or series. That could be upcoming in the near future.
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Viewers, what do you think of this concept of “One Hallmark”?
