MULTIMEDIA PUSH PLANNED FOR NATIONAL SWEEPSTAKES

AMITY K. MOORE

LOS ANGELES -- Rysher Entertainment here, TV Guide, Radnor, Pa., and Val-Pak, New York, this month are teaming up for a national sweepstakes offer that's being promoted in supermarkets, on the George & Alana TV show and through direct mail.

The George & Alana Show is distributed by Rysher Entertainment.

Ads will run in five weekly issues of TV Guide in addition to television spots and segments on the George & Alana Show. In-store displays in supermarkets and a four-color coupon in Val-Pak's direct-mail envelopes will complete the promotion. By the end of February, the sweepstakes will award four grand prizes: a 1996 Plymouth Voyager, a romantic Fiji vacation for two, a Grammy Awards VIP package for two and an extra role on Fox's TV show "Space: Above & Beyond" with a trip for two to Hollywood. The companies involved expect to reach about 57 million households. Barrie Atkins, executive director of consumer marketing at TV Guide, said, "Combine the sweepstakes circulation with the television exposure and point-of-purchase materials in thousands of supermarkets, and the potential for consumer awareness is huge."