NewRoads Fulfills 'Idol' Videos

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Fulfillment house NewRoads will provide distribution services for a direct-response campaign promoting commemorative videos for the Fox television series "American Idol: Search for a Superstar."

DRTV agency Respond2 Entertainment, Portland, OR, is marketing DVD and VHS versions of the collector's edition video via DRTV spots and a Web site, The video also will be available at retail stores.

NewRoads, Greenwich, CT, will provide inbound teleservices support for the campaign, including order taking and customer service, and provide packing and delivery services as well. Shipments are scheduled to begin in early October, NewRoads said. The video will be available at retail Oct. 15.

Respond2 is offering the 90-minute DVD version for $19.99 and the 60-minute VHS version for $14.99. NewRoads did not disclose the value of its fulfillment contract with Respond2. NewRoads has provided fulfillment to other Respond2 DRTV campaigns, including an infomercial for KitchenAid appliances in March. The fulfillment house operates 20 distribution and call centers nationwide.


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