[11/16/04 - 12:00 AM]
Bravo's 'Queer Eye for the Straight Guy' Tackles First-Ever International Mission with Major Sponsorhip Support from British Airways

[via press release from Bravo]



NEW YORK -- November 16, 2004 -- "Queer Eye for the Straight Guy's" Fab 5 are taking their mandate to make over the world one straight guy at a time quite literally as production is underway on two special "Queer Eye for the British Guy" episodes in London. The show's first-ever international episodes are made possible by a major sponsorship package with British Airways that includes on-air advertising, in-show product integrations, sponsor billboards and a sweepstakes package. They will premiere as part of the Emmy Award-winning series' third season early next year.

In addition to on-air advertising and sponsor billboards, British Airways will be featured with organic in-show integrations as the Fab 5 trade their traditional mode of transportation - the SUV- for fully flat beds on British Airways, the airline that knows London best. Also included are on-air and radio tune-in promos for the episodes and a sweepstakes package with Bravotv.com.

Currently seen in more than 100 countries, "Queer Eye for the Straight Guy" is very popular in the United Kingdom where the original American airs screens on LIVINGtv and Channel 4, and the British version, "Queer Eye for the Straight Guy UK," is currently in its second season on LIVINGtv.

"The Fab 5's two-episode adventure in London will be a very exciting part of the show's third season premiering early next year," said Lauren Zalaznick, Bravo President. "It will demonstrate that the 'fashion-grooming-design-culinary-culture-challenged straight male' is not just an American phenomenon. Style deficiency can be found even in the land of David Beckham. We are especially pleased to have British Airways as our sponsor for Queer Eye's first international mission."

"The partnership between British Airways and "Queer Eye for the Straight Guy" fits like a fine tailored suit" said Elizabeth Weisser, VP Marketing for British Airways North America. "The airline's standard of service, quality & attention to detail inherent in the way it cares for its passengers is on par with what the Fab 5 seek to accomplish with their subjects. Design and style are inherent in the FIRST and business class experiences, which were designed by a team that includes luxury ship designers, NASA sleep scientists, top interior designers."

With Queer Eye's fashion, food and culture quotient in mind, British Airways is also a gateway to the best London has to offer for fashion with designers like Paul Smith, culture with the British Museum and Tate Modern, cuisine with gastropubs, etc. British Airways also books sightseeing excursions for its customers as well as theatre packages in London's West End.

So just who are the tragic cases that prompted Carson, Jai, Kyan, Ted and Thom to hop a jet to come to their trans-Atlantic rescue?

Simon Britton is a former recording artist who enjoyed significant success on the U.K. pop charts in the 1980's. He traded the stage for the studio and has since made a name for himself as a songwriter, producer and remixer. Simon is now ready for a comeback and about to release he first CD in years but before he returns to the spotlight, he needs to lose his "simply red" style, he hasn't had a haircut in 18 years and join the new millennium.

Darin is an ex-patriot who moved one year ago from Los Angeles to a London suburb with his wife, Julie, who works at the U.S. Embassy while Darin completes a PHD program in molecular biology at Essex University. Darin has never taken his wife to London to enjoy the sights and sounds of the city since they moved there. Because he lives so close to the campus and never leaves the house, he is charged with the housekeeping and cleaning... it's a mess. The Fab 5 will teach him how to maintain his home and marriage by whisking Julie off for a long-awaited, fun filled day in London to enjoy and take advantage of living in one of the great European cities.

Bravo is an arts and culture network featuring a variety of programs presented in an original and engaging way. Currently seen in more than 77 million homes, Bravo is the television destination for viewers who want creativity, experimentation and innovation. Offering programming with a unique point of view, the network features original series and specials, feature films (both independent and mainstream) as well as performance specials and compelling documentary series. Its critically-acclaimed and award-winning original programming includes "Inside the Actors Studio," "Celebrity Poker Showdown," and Cirque du Soleil specials and series, as well as the 2004 Emmy winner for Outstanding Reality Program, "Queer Eye for the Straight Guy." The network's latest hits include "Blow Out," "Showbiz Moms & Dads," and the improvisational sitcom "Significant Others."

Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been a NBC Cable Network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more press information and photography log onto www.nbcumv.com. For consumer information visit www.bravotv.com.

British Airways is one of the world's largest international passenger airlines with a fleet of 373 aircraft carrying more than 40 million passengers a year to some 216 destinations (including 22 in North America) in 94 countries.

The airline has long been regarded as an industry leader, which takes great pride in delivering the highest levels of innovative customer service. It has invested almost a billion dollars in new products, which have redefined travel for the 21st century. These include a new Club World, featuring the first fully flat bed for business travelers and World Traveller Plus, a new class of travel for longhaul economy travelers offering a dedicated cabin with wider seats and greater legroom.

  [november 2004]  


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