Curves Sponsors WE's New Year, New You
Eight Week Sponsorship includes Both On-Air and Online Buy
New York, NY, January 9, 2006 - WE: Women's Entertainment, the only cable network dedicated to helping women connect to one another and the world around them, announced today the sponsorship of Curves, the first fitness and weight loss facility dedicated to providing affordable, one-stop exercise and nutritional information for women, for their new national marketing campaign, "Loose Your Fat Pants." The sponsorship components include both on-air and on-line presence, and runs throughout the months of January and February.
"WE understands that health and weight issues are high on women's list of resolutions for the new year, and we are happy to offer our viewers this fun and helpful promotion which they can relate to," said Arlene Manos, President, Rainbow National Network Advertising Sales. "In the coming year, WE will continue its dedication to original programming and to position WE as the television destination for women."
Beginning this month, WE is creating a custom campaign around "New Year, New You" programming which includes Curves's special promotion to reinforce their new campaign tagline, "It's time to free yourself from your fat pants - all three sizes of them." To promote the campaign, Curves receives custom promotions on WE in two phases:
Phase One: January
WE solicits viewers to "get rid of their fat pants" by joining the challenge to turn their fat pants into something creative and fun - pillows, curtains, or even gift wrapping! Throughout January, viewers are asked to send in pictures and stories to www.we.tv detailing their fresh start to healthy living along with how they have ditched their pants! All stories are then posted online at we.tv so users can log on to vote for their favorite. Curves also receives promotional tagged tune-in spots driving viewers to www.we.tv where the contest is featured along with Curves's contact information. Curves is also included, via a banner ad, in WE's newsletter that is sent to 100,000 email subscribers.
Phase Two: February
In February, WE chooses the top three stories, using results obtained through the online interactive poll at www.we.tv. The three best stories of the "Lose Your Fat Pants" contest are featured in custom vignettes that run on-air and on-line on WE. This year marked WE's largest programming expansion in its history, including a 30% increase in original programming. The network's originals also garnered record ratings success for WE. In 2005 to date, 8 of the network's Top 10 ranked telecasts for A18-49 delivery were originals for WE, compared to 1 in 2004*.
*Source: Nielsen Media Research, WE Total Day M-Su 10a-5a, 12/29/03-10/31/04 compared to 12/27/04-10/30/05
About WE: Women's Entertainment
WE: Women's Entertainment is the only cable network dedicated to helping women connect to one another and the world around them. With quality original programming including the hit series "Bridezillas," unique movie packages like "Three Men and A Chick Flick," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests in pop culture, relationships and personal style. WE: Women's Entertainment is a subsidiary of Rainbow Entertainment Services and is currently seen in over 55 million homes.