North Pole Network Television Debuts for the Holidays in Malls Across America

Programming and Marketing Blend to Create Exciting New Synergy for Mall Shoppers

   HOUSTON, Oct. 11 /PRNewswire/ -- Imagine you are a mother of two young children waiting in line with them for a picture with Santa. Now imagine that wait takes more than an hour and the kids have nothing to do, no where to go, are all dressed up and crying their lungs out. Do you throw in the towel, take two aspirin, and go home; do you endure the ordeal but swear you will never do it again? That was the scene played out in malls last year. This year Santa and the malls have a brand new helper -- the North Pole Network Television.

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   North Pole Network Television (NPN/TV) is the brainchild of Houston-based Dillard Local Branding. The new television network programming was created for DLB client World Wide Photography (WWP) and is scheduled to roll out this Christmas in 75 malls across the country from New Jersey to Los Angeles, with over 350 malls already committed for the 2005 Christmas season.
   "Our client, World Wide Photography walked in the door with a problem. How to create for moms and their kids a better, happier atmosphere during a tedious hour-long wait in line. We came up with a way for our client to benefit their audience and created a unique way for malls to reach potential customers while they are still shopping in the mall. Everybody is looking for a captive audience and now we can deliver a new synergistic way to reach them," says DLB principal, Tim Dillard.
   The DLB concept is simple -- take a captive audience, entertain them, then show them products and services that will benefit them in an environment where all their shopping needs can be satisfied.
   By replicating real cable system channels with funny network parodies this year's potential audience of more than 1 million moms and their kids are going to be entertained by new original programming and promotions geared to their needs and wants.
   The cable network parodies include SNN -- the Santa News Network, with 11 year-old host, Wolf Blitzen and his field reporter, Skip Sleighme. A Home Shopping Network, which substitutes the Present Channel; A Cooking Channel featuring one of the top chefs in the US -- Scotty Campbell, (featured on Tops In Texas, in Time, Newsweek, and U.S. News & World Report); and Toons for Tots that features a toddler DJ. Then there is the completely over the top, Thumb Puppet Theater, which will undoubtedly be the hit of the season.
   DLB has plans to follow up with character merchandising, point of purchase collateral materials, and an interactive website where kids can download music, games, and even email Santa their wish lists.

   Dillard Local Branding: DLB is an independent full service marketing company that specializes in growing local and regional businesses by using innovative, proprietary local branding techniques customized for each client. The firm's strategies include forward and backward integration of media ownership and production services along with sponsorship sales -- all on behalf of its client base. DLB has offices in Houston and Dallas. The highly acclaimed award winning team of the Unknown Ads Guys are a part of DLB. Client industries include retail malls, home builders, real estate developers, food services, churches, automotive franchises, sports, and entertainment.
   World Wide Photography: WWP was established in 1998 as an event photography alliance specializing in holiday photography. It has more than 2000 employees and operates in more than 170 malls across the United States making it the fourth largest company of its kind in the world. WWP has offices in Toledo, Ohio, and Houston, Texas.

For additional information please visit these web sites:
Dillard Local Branding: http://www.dillardlocalbranding.com/
North Pole Network: http://www.northpolenetwork.com/

Contact: Jackelyn Viera Iloff
jackelyn@dillardlocalbranding.com
713 254-2284 cell
713 664-8470 main

SOURCE Dillard Local Branding
Web Site: http://www.dillardlocalbranding.com/
http://www.northpolenetwork.com/
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