How Hallmark’s Business Is Booming: From a Massive NFL Partnership to a Lavish Cruise With a 70,000-Person Waitlist

 If Hallmark’s business model were a Hallmark movie, the logline would be straightforward: Tired of the monotonous dating landscape, a hardworking woman is ready to try something different. As she opens herself up to new experiences, she envisions a future that no one saw coming.

At Hallmark Media, executives know it’s a turbulent time in the entertainment business, with thousands of layoffs and budget cuts being made across the industry. They also recognize that for Hallmark’s business to thrive, they have to surprise audiences with new ideas. 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.

“We have to go where the consumer goes. People want to do things, not have more stuff. How do we create this?” That’s something Lindsey Roy, senior VP of branded experiences and a 25-year Hallmark veteran, began asking herself recently as she saw the tides changing.

The loyal Hallmark customers will always buy cards, ornaments and gifts. And Hallmark Channel die-hards never miss “Countdown to Christmas.” But chief brand officer Darren Abbott saw an opportunity to bridge the two demographics.

“Consumers don’t see a difference — Hallmark is Hallmark,” says Abbott, who started at the company 28 years ago, as a member of the lettering team in the cards department.

Last month, the Hallmark+ streaming service launched, and viewers now can earn Crown Rewards points and gifts by simply watching content. In addition to movies and series, the app features unscripted content, including “Finding Mr. Christmas,” which will search for the next Hallmark hunk; the winner will lead a new Christmas movie this year. Jonathan Bennett not only hosts but co-created.

“A lot of brand leaders talk about creating relevancy for the brand,” Abbott says. “You can spend a lot of money doing that, and it’s often really hard. The way you do it is in a very authentic way that gets people to think differently about your brand.”

Case in point is Hallmark’s lucrative NFL partnership, a deal that came together in the most organic of ways. 

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. Hallmark was delighted to see it. 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.

But it was more than that. Yes, female viewership has “grown exponentially” since the relationship began, says Chiefs president Mark Donovan. “We’re flipped — more female fans than male fans.” And it turns out, the audiences for NFL and Hallmark are similar: In 2023, more than half of the network’s “Countdown to Christmas” viewers also watched sports; during that period, 24% of Hallmark’s total day audience was male. 

A partnership just made sense: Hallmark’s headquarters are in Kansas City, and founder J.C. Hall made major investments in the area, developing the land as a gift to the city.

Most importantly, NFL and Hallmark’s missions align. “Sports brings people together, and that’s what our brand is all about,” says Abbott. On the heels of the post-season promo, the organizations began formal conversations about co-producing a movie.

“I didn’t understand the depth and the strength of the Hallmark brand and who their demo is. I didn’t know who Tyler was,” says Donovan, sitting in the pavilion across from Arrowhead Stadium hours before the Chiefs’ opening game. Then he started doing his research. “Not only is he a massive star, but look at his fan base. That is such a valuable target for us as a football franchise, specifically as we expand. We have a core fan base, but this gets us outside of that.” 

Of course, there’s also “the obvious point,” says Donovan. “With Taylor and Travis going on at the same time, it’s this incredible combination.”

“Holiday Touchdown: A Chiefs Love Story,” starring Hynes and Hunter King, is just one of 47 new movies airing as part of the 15th annual “Countdown to Christmas.” Over the next two months, Hynes will star in five films for the company including “The Groomsmen” trilogy (Oct. 17, Hallmark+) and “Three Wiser Men and a Boy” (Nov. 23). He’s also an executive producer on all three “Groomsmen” films.

But the “Holiday Touchdown” production was different from the rest. Budgets were higher, and more than 500 extras joined for the scenes at Arrowhead Stadium. Chiefs coach Andy Reid, several players and Kelce’s mom, Donna Kelce, appear in the movie, adding an unusual layer of secrecy to the set. 

Hallmark is timing the film’s Nov. 30 debut to the launch of its inaugural “Christmas Experience” weekend, set outside Hallmark HQ at Crown Center. The immersive event, featuring Christmas markets, event-exclusive Hallmark products and nightly tree lightings with one of the world’s largest Christmas trees, extends through four weekends.

More than 40 Hallmark actors and 60 artists will participate in the experience, which offers free and ticketed events as well as VIP packages (at $699 a pop). When the VIP packages sold out, Hallmark added individual ticket opportunities. The “Christmas Experience” is expecting 80,000 visitors, including guests from every state and 14 countries.

But perhaps Hallmark’s most ambitious move is the first-ever “Hallmark Christmas Cruise,” a four-night excursion that sets sail for the Bahamas in November. With cabin prices ranging from $1,265 to $9,216 a person, the cruise sold out in hours, breaking Norwegian Cruise Line records. Some 70,000 hopefuls joined the waitlist, so Hallmark added a second sailing that also sold out in less than 24 hours. 

How to explain this kind of overwhelming response? Is it pure brand loyalty, or could it be something more? Roy has an idea.

“We have always been purpose led, and that purpose is about connecting people,” she says. “The world needs us more than ever, and we’ve continued to innovate with this steadfast purpose.” 

Long story short: Hallmark fans like to leave the Christmas lights up ’til January.