or


[01/02/08 - 05:06 PM]
Lifetime Television Launches Largest Reality Series Marketing Campaign in Network History to Support 'How to Look Good Naked,' Hosted by Carson Kressley, Premiering Friday, January 4 at 9pm (ET/PT)
The multi-platform initiatives feature an extensive guerilla marketing campaign highlighted by the "March of the Robes."

[via press release from Lifetime]

Lifetime Television Launches Largest Reality Series Marketing Campaign in Network History to Support 'How to Look Good Naked,' Hosted by Carson Kressley, Premiering Friday, January 4 at 9PM (ET/PT)

Multi-Platform Initiatives Includes Live "March of the Robes" -- Featuring 160 Women in Bathrobes -- In New York City On Thursday, January 3

NEW YORK, Jan. 2 -- Following their successful summer marketing campaign that transformed "Army Wives" into a water cooler smash hit, Lifetime Networks Co-Chief Marketing Officers Bob Bibb and Lew Goldstein have launched the largest reality series marketing campaign in the network's history to support "How to Look Good Naked," hosted by Carson Kressley, which premieres Friday, January 4, at 9PM (ET/PT).

Along with "How to Look Good Naked," Lifetime is also debuting two more reality series that night, "Matched in Manhattan" at 9:30PM (ET/PT) and "Top This Party" at 10PM (ET/PT).

The multi-platform initiatives feature an extensive guerilla marketing campaign highlighted by the "March of the Robes." In the stunt, 160 women in "How to Look Good Naked" bathrobes, waving bras, will travel on mass transportation and march through the streets of New York City on Thursday, January 3, handing out "Happy Nude Year" cards -- featuring a humorous audio holiday greeting from Kressley -- culminating in a photo opportunity in Times Square.

In making the announcement, Bibb and Goldstein said: "In marketing Lifetime Networks, we're fortunate to have a powerful brand foundation that enables us to utilize all media platforms to reach women. This creative campaign, embodying our new contemporary marketing direction, is designed to make the brand more vibrant and multi-generational to women everywhere, wherever they go for entertainment and information, from on-air to online."

The "How to Look Good Naked" promotional campaign includes partnerships with JetBlue -- Lifetime's first-ever branded airline channel -- Bliss Spa, ELF Cosmetics, Macy's, Maidenform, "Redbook," Keri Renewal and product placement with Vespa.

In addition, there will be a wide array of original digital content at myLifetime.com showcasing Kressley providing beauty and fashion tips, along with an online sweepstakes, among other unique broadband offerings. Following are highlights of the "How to Look Good Naked" marketing campaign:

-- Guerilla Marketing Campaign:

-- The March of the Robes: 160 women traveling on mass transportation and marching through the streets of New York City in robes and waving bras, distributing "Happy Nude Year" cards on Thursday, January 3, and Friday, January 4.

-- Funhouse Mirrors: On Thursday, January 3 and Friday, January 4, "How to Look Good Naked" funhouse mirrors will be set up in New York, Los Angeles and Miami with brand ambassadors passing out the "Happy Nude Year" cards and HTLGN branded compact mirrors.

-- Malls: HTLGN brand ambassadors in 11 malls nationwide will pass out the "Happy Nude Year" cards during the weekend of Saturday, December 29-Sunday, December 30. -- Overall, 250,000 "Happy Nude Year" sound cards and 20,000 compact mirrors will be distributed in more than 10 national markets.

-- Sponsors and Partnerships:

-- Partnerships include JetBlue, Bliss Spa, ELF Cosmetics (branded Mineral cosmetic set), Macy's, Maidenform, "Redbook," Keri Renewal and Vespa.

-- First ever Lifetime-airline partnership (branded channel on JetBlue flights).

-- Promotional partnership with "Redbook" includes two features for the February/March issues highlighting some of the women from the show. Lifetime will be producing seven 15-second vignettes that will run during each episode with the editor-in-chief of "Redbook" offering a key tip from the two editorial pieces

-- Product integration with Vespa, with ELF Cosmetics integration in first episode.

-- Digital Initiatives:

-- Digital initiatives include beauty and fashion tips from Kressley; online sweepstakes; sneak peeks on myLifetime.com, Lifetime VOD, iTunes and Yahoo; rich media eCards; and a "shake 'em naked" gadget which users can post in their Facebook, Myspace and other social networking profiles.

-- Outdoor Marketing:

-- Mall kiosks, bus kings, wild postings on construction sites and Simon Malls (with network's first ever use of mirror clings in women's bathrooms).

-- Additional Out-of-Home includes billboards at sites in New York and Los Angeles, as well as the Denver airport.

-- Traditional Marketing:

-- Broadcast media includes local cable, spot TV, radio promotions and spot radio. Print advertising includes "Entertainment Weekly," "Life & Style," "OK! Magazine," "People," "Quick & Simple," "Redbook," "Self," "TV Guide," and "US Weekly."

LIFETIME is the leader in women's television and one of the top-rated basic cable television networks. A diverse, multi-media company, LIFETIME is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. LIFETIME Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (including myLifetime.com) are part of LIFETIME Entertainment Services, a 50/50 joint venture of The Hearst Corporation and The Walt Disney Company.

SOURCE Lifetime Networks
http://www.lifetimetv.com http://myLifetime.com





  [january 2008]  
S
M
T
W
T
F
S
  


· ARMY WIVES (LIFETIME)
· HOW TO LOOK GOOD NAKED (LIFETIME)
· MATCHED IN MANHATTAN (LIFETIME)
· TOP THIS PARTY (LIFETIME)





[08/28/15 - 04:35 PM]
"#DanceBattle America," ABC's New Dance Competition Special, Premieres Monday, September 14
Alfonso Ribeiro and Jordin Sparks host the one-hour special, which will follow the season premiere of "Dancing with the Stars."

[08/28/15 - 01:00 PM]
Rowan Blanchard and Paris Berelc Star in the Disney Channel Original Movie "Invisible Sister," Premiering Friday, October 9 on Disney Channel
The film is set to premiere as part of "Monstober," Disney Channel's month-long Halloween-themed programming event.

[08/28/15 - 11:08 AM]
The Might of the Empire Grows and Fan-Favorite Clone Troopers Debut in New Episodes of "Star Wars Rebels" Season 2 Beginning Wednesday, October 14
In "Star Wars Rebels" Season Two, past lives will be revealed and the destiny of our heroes will be changed forever.

[08/28/15 - 10:40 AM]
Christina Applegate to Guest-Star on New Comedy "The Grinder"
Additional guest castings for the new series include Emmanuelle Chriqui and Nat Faxon.

[08/28/15 - 08:47 AM]
"Food Fighters" Matches Its Season High in 18-49
NBC spins the numbers for Thursday, August 27.

[08/28/15 - 08:38 AM]
Thursday's Broadcast Ratings: "Big Brother," "Big Bang" Continue Win Streak for CBS
The Eye has won the past 11 Thursdays among total viewers and adults 18-49.

[08/28/15 - 07:05 AM]
USA Network Stars Support No More Campaign to End Domestic Violence and Sexual Assault in Upcoming "Law & Order: Special Victims Unit" Marathon on August 30
Aaron Tveit, Gina Torres, John Cena, Mark Feuerstein, Patrick J. Adams, Rami Malek, Sarah Rafferty and Daniel Sunjata are all featured in the 11-episode stunt.

[08/28/15 - 06:17 AM]
Brooke Burke-Charvet Returns as Co-Host for the 95th Anniversary Broadcast of Miss America
She joins previously announced judges Brett Eldredge, Taya Kyle, Kevin O'Leary, Amy Purdy and Zendaya, as well as Nick Jonas who will act as the official music curator of the evening.

[08/27/15 - 05:10 PM]
FOX Gives Midseason Drama "The Frankenstein Code" New Title of "Lookinglass"
The Rob Kazinsky-led drama is due in 2016 on the network.

[08/27/15 - 03:47 PM]
Video: VH1's "Love & Hip Hop: Hollywood" Season 2 Super Trailer
Premiering on Monday, September 7, the new cast is willing to lay it all on the line, striving to leave a permanent mark on the music industry despite sacrifices they may be forced to make.

[08/27/15 - 02:37 PM]
FXX to Air Special Mini-Marathon of "Archer's" Greatest Loves
Sterling Archer is reflecting on some of his greatest loves from the past with a special mini-marathon airing Saturday, September 26 from 10 PM - 1 AM ET/PT.

[08/27/15 - 01:54 PM]
"Compared to What: The Improbable Journey of Barney Frank" Set to Premiere on Friday, October 23rd on Showtime(R)
The film is an intimate, rollicking and entertaining look behind-the-scenes at the public and private life of one of America's greatest and, at times, controversial legislators.

[08/27/15 - 01:36 PM]
TLC Heads Back for a Second Push of "Labor Games"
The season premieres Tuesday, September 15 at 8:00/7:00c with two back-to-back episodes.

[08/27/15 - 01:08 PM]
TV One's "Welcome to the Family" Reunites Half & Half Co-Stars Valarie Pettiford and Telma Hopkins
The film centers on Stella, an internet producer (Kali Hawk), who has to learn how to balance her personal and professional lives.

[08/27/15 - 12:48 PM]
"Celebrity Name Game" Rolls Out the Red Carpet More Celebrity Guests, More Comedy, More Fun Than Ever!
Hosted by funnyman Craig Ferguson and executive produced by Courteney Cox and David Arquette, the syndicated, half-hour weekday strip premieres Monday, September 21.