‘Manhunt Monday’ turns up as a KVIA success
In April 2010, kvia.com launched a series of slide shows that featured mug shots released by the El Paso Police Department and the El Paso County Sheriff’s Department. Kvia.com’s traffic increased 100 percent…which translates to two million page views per month.
This traffic opened a new revenue stream for the station by allowing them to target non-traditional advertisers who typically advertise in print media. James Macias and Adrian Medina in the KVIA Sales department approached bail bondsmen to advertise within these slide shows and quickly secured an exclusive sponsorship, creating Manhunt Monday.
This multi-platform campaign utilizes on-air and on-line elements to publicize the Sheriff’s Department initiative of wanted fugitives. Every Monday, they feature the current Manhunt Monday Fugitive and also have a special section on-line with detailed information provided by the Sheriff’s department and slideshows of past Manhunt Monday fugitives. It is their goal to further capitilze on the success of the mugshot slide shows by targeting other non- traditional advertisers like taxi and towing companies, criminal attorneys and other bail bond companies.
In addition to the web and revenue success of the campaign, Manhunt Mondays just won NAB’s Small Market Money Makers Competition. The concept was selected by NAB as the best small market marketing strategy in the country.