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How Hallmark’s Business Is Booming: From a Massive NFL Partnership to a Lavish Cruise With a 70,000-Person Waitlist
With 70,000 people on the cruise waitlist, Hallmark Media has found a way to continue growing as a business through a turbulent time in the media landscape.
Heading into its busiest season, Hallmark is rolling out a series of initiatives encompassing elaborate fan experiences and a new app, a massive NFL deal and the first-ever holiday cruise. It all started in January, when the Kansas City Chiefs recruited top Hallmark stars Tyler Hynes and Janel Parrish to film a spoof rom-com movie trailer as a celebration of post-season. And the timing seemed obvious — the Chiefs were leaning into the love story that was putting the team in the headlines: Taylor Swift and tight end Travis Kelce were dating.
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