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November 29, 2017

Hallmark Aims to Inspire People to Connect with Loved Ones This Holiday Season with Signature Cards

New holiday campaign seeks to remind people how a card shows loved ones that they care

New holiday campaign seeks to remind people how a card shows loved ones that they care

KANSAS CITY, Mo. (November 29, 2017) — According to Hallmark research, nearly three-fourths of consumers who send holiday cards do so because they know how good it feels when they receive a holiday greeting. This holiday season, Hallmark is helping people celebrate by spreading cheer to those they love with new selections of intricately designed Signature cards, featuring handcrafted embellishments and unique craftsmanship. The holiday collection features the largest selection of Signature cards for the season ever, including Signature Hanukkah and Signature Spanish cards for the first time at holiday.

“At Hallmark, we know that sending a card is as emotionally rewarding as receiving a card, and we want to help people share that joy with loved ones this holiday season,” said Lindsey Roy, vice president of marketing – Hallmark Greetings. “Hallmark Signature cards are all about the details – premium papers, rich textures and beautiful embellishments. It’s these little details that deliver so much joy and make such a lasting impression.”

Hallmark Signature Holiday cards feature fresh, sophisticated designs paired with warm, genuine messages, as well as new and expanded Signature kids cards. The cards are handcrafted with distinctive designs, high quality materials and just-right flourishes like gems, foil, fabrics and more.

This holiday season, Hallmark is continuing a bright and energetic national marketing campaign showcasing the special craftsmanship found only in Signature cards and the emotional pay-off of spreading cheer through a card. Pop sensation Gwen Stefani’s “Jingle Bells” from her brand new holiday album “You Make it Feel Like Christmas” provides an upbeat soundtrack for Hallmark’s holiday television spot. The TV commercial is now viewable on Hallmark’s YouTube channel. Stefani’s new holiday album, which features designs from Hallmark gift wrap archives, will be sold in Hallmark Gold Crown Stores, and she will do a Facebook Live video about her holiday and card-sending traditions on Dec. 7.

“We want to inspire people to share joy by creating special moments near and far during the holidays,” said Roy. “Hallmark Signature cards are the perfect way to celebrate and reflect the beauty of your relationships and the little things that make them so special.”

For the first time ever, Hallmark partnered with Improv Everywhere, a New York City-based comedy collective that aims to surprise and delight random strangers through positive pranks by staging unexpected performances in public places. To highlight the emotional value of card giving and receiving, Hallmark and Improv Everywhere created a card-sending station in a busy Midtown Manhattan square where passersby could stop to write cards to each other and see their caring messages projected onto a giant screen in their own handwriting.

Other marketing tactics this holiday season include social/online video, interactive digital ads, radio ads, and a content integration with Scary Mommy, one of the largest, most influential and trusted sources of entertainment and information for millennial moms online. Signature sponsored content shows cards as part of cheer-spreading ideas is distributed via Scary Mommy’s social channels and website.

Christmas is the largest holiday for sending greeting cards in the United States with approximately 1.3 billion cards sent industry-wide. Hallmark has more than 2,000 Christmas cards available, offering something for everyone. Look for the latest designs and formats wherever Hallmark products are sold nationwide. Visit Greetings.Hallmark.com/Seasons to watch the commercial, shop for cards online or find the nearest store. Hallmark Signature Holiday cards are available in more than 20,000 locations nationwide.

Media Contacts

Jaclyn Voran
Hallmark Cards, Inc.
(816) 274-7212
jaclyn.voran@hallmark.com

About Hallmark

For more than 100 years, family-owned Hallmark Cards, Inc. has been dedicated to creating a more emotionally connected world. Headquartered in Kansas City, Missouri and employing more than 28,000 worldwide, the approximately $4 billion company operates a diversified portfolio of businesses. Its global Hallmark Greetings business sells greeting cards and gift wrap in more than 30 languages with distribution in more than 100 countries and 100,000 rooftops. Hallmark Retail operates 2,000 Hallmark Gold Crown stores in five countries and Hallmark Home & Gifts sells a broad array of home décor and gift product throughout the U.S. Crayola® offers a wide range of art materials and toys designed to spark children’s creativity around the globe. Crown Media Family Networks operates three cable channels – Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark Drama – in addition to Hallmark Publishing, the e-books division of the Hallmark channels, and Hallmark Movies Now, a subscription-based streaming service. Crown Center is a real estate development company that manages the 85-acre hotel, office, entertainment and residential campus surrounding Hallmark’s headquarters. For more information, visit Hallmark.com. Connect on Facebook, Twitter, Instagram, Pinterest, LinkedIn and YouTube.