Hallmark will host small groups of advertisers and agencies from March 21 through mid-April. These events, which the network said those invited to choose from, include farm-to-table dining retreats, a wellness evening with celebrity fitness instructors, a baking class with Magnolia Bakery and a private pizza tour.
Hallmark’s upfront strategy will stand out among the crowded upfront festivities, which now span months to include network tech conferences, small and medium-sized programmer events, such as A+E’s recent virtual presentation and IAB Newfront . Paramount dropped its usual slot the week in advance, opting instead for agency and client-specific meetings, as the value of the annual May hubbub has been called into question in recent years. (Hallmark took a similar approach to Paramount last May.)