objective

• Extend The Weather Channel brand into new markets and new distribution channels to grow revenue and increase impressions via strategic licensing.

action

• Marketing On Demand developed a strategic licensing program that enhanced the brand through winning products. Responsibilities included: creating marketing materials, identifying the right partners for The Weather Channel’s licensing program, negotiating favorable terms for the client and securing/managing the deals.

results

• The Weather Channel’s licensing program launched in June 2002 and currently has 8 products in the market.
• New products and categories are planned.
• Royalty income (have) has exceeded projections.
• Licensees are providing millions of additional advertising impressions for the brand.