Former Hawaii Republican Gov. Linda Lingle is pairing a traditional media strategy with an unconventional approach this week, through the release of her first TV ad and the launch of a cable station that will promote her candidacy.
Lingle's first ad is 60-second spot featuring a clip reel of supporters plugging her qualifications and promoting her as a bipartisan politician. It ends by advertising a "special video" about the former governor that will air on a cable channel next week. "Watch a special video about her vision for Hawaii's future," says the narrator of the ad.
Digital cable channel 110, which will be displayed as "LL2012" in channel guides, "will provide the people of Hawaii with timely information about Governor Lingle's positions on important issues affecting Hawaii and the nation, as well as a library of video messages, interactive polling opportunities and live coverage of key events on the campaign trail," according to a release from her campaign.
It's a new approach that other candidates haven't utilized this cycle and one worth watching. Media buying isn't particularly expensive in Hawaii and cable is considerably cheaper than broadcast television. It's not immediately clear what Lingle is spending on the cable venture, but regardless of her investment size, the channel will generate some buzz in what has been a relatively low-key race so far.
"By utilizing this new, engaging and interactive digital cable channel, my campaign will be able to further the important dialogue and information sharing to complement many of our traditional grassroots campaign activities," said Lingle.