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)









[11/20/14 - 12:29 PM]
AMC Announces Two-Night Premiere Television Event to Launch New Drama Series "Better Call Saul"
"Saul" will debut on Sunday, February 8 at 10:00 p.m. ET/PT with its second episode airing the next day, Monday, February 9 at 10:00 p.m.

[11/20/14 - 12:09 PM]
"Worst Cooks in America" Back for Sixth Season of Culinary Boot Camp with Returning Chef Anne Burrell Competing for the First Time Against Chef Tyler Florence
The latest seven-episode series premieres Sunday, January 4 at 9:00/8:00c.

[11/20/14 - 10:41 AM]
VH1 Takes a Journey Back to New York in the 90's - New Scripted Series "Hindsight" Premieres Wednesday, January 7, 2015 at 10PM ET/PT
Laura Ramsey, Sarah Goldberg and Craig Horner co-star in the network's latest scripted original series.

[11/20/14 - 08:30 AM]
Wednesday's Broadcast Ratings: "Modern Family" Powers Demo Victory for ABC
The Alphabet's flagship comedy is also up nearly 20% from last week among adults 18-49.

[11/20/14 - 07:58 AM]
A Special "CMT Hot 20 Countdown" from Murray State University Premieres Saturday, November 22 at 11 A.M. ET/PT
Hosts Cody Alan and Katie Cook join the energetic and spirited Murray State student body, who beat out colleges from across the country to prove they have the biggest country music fans.

[11/20/14 - 07:42 AM]
Fred Armisen and Carrie Brownstein Return to "Portlandia" - Season 5 Premieres January 8 at 10pm ET/PT on IFC
Guest starts this season include Vanessa Bayer, Ed Begley Jr., Steve Buscemi, Shepard Fairey, Greta Gerwig, Peter Giles, Jeff Goldblum, Matt Groening, Anna Gunn, Justin Long and Jane Lynch.

[11/20/14 - 07:31 AM]
College Football: North Dakota State at Montana Opens 2015 Season in Second Annual FCS Kickoff
Last year's inaugural FCS Kickoff - played the Saturday prior to the first Football Bowl Subdivision games - featured Eastern Washington defeating Sam Houston State 56-35.

[11/20/14 - 07:13 AM]
Bravo Media's "Top Chef" Travels to Mexico for Spicy Three-Part Finale Beginning Wednesday, January 28 at 9PM ET/PT
After next week's hiatus, "Top Chef" returns on Wednesday, December 3 at 10pm ET/PT with the highly anticipated Restaurant Wars episode.

[11/20/14 - 07:04 AM]
Top Teams Announced for 2015 ESPN Events Early-Season Men's Basketball Tournaments
The four multi-day, destination events consisting of the Gildan Charleston Classic, Puerto Rico Tip-Off, DIRECTV Wooden Legacy and Orlando Classic are bracket-format tournaments featuring 12 games over three days.

[11/20/14 - 06:13 AM]
Bravo Media Scores Best Tuesday Prime Among All Key Demos Year To-Date
Bravo spins the numbers for Tuesday, November 18.

[11/20/14 - 06:06 AM]
Make a New Year's Resolution to Fall in Love - With Hallmark Channel!
This January, Hallmark Channel promises to sweep viewers off their feet with six all-new Hallmark Channel Original Movie World Premiere movies, bringing viewers love stories that are sure to warm up even the coldest winter weekends.

[11/20/14 - 06:04 AM]
Amazon to Debut the Highly-Anticipated Dramatic Comedy "Mozart in the Jungle" on December 23 in the US, UK and Germany
Gael Garcia Bernal, Saffron Burrows, Hannah Dunne, Lola Kirke and Peter Vack star in the 10-episode series.

[11/19/14 - 03:33 PM]
Netflix Orders Fourth Season of "Longmire"
10 new episodes of the series will premiere exclusively in the US, Canada, Australia and New Zealand in 2015.

[11/19/14 - 02:30 PM]
Powerful New Drama "Empire" Debuts Wednesday, January 7, with Limited Commercial Interruption, Following the Premiere of "American Idol XIV"
Additional premiere dates and schedule details to be announced.

[11/19/14 - 01:08 PM]
BBC America's Award-Winning Original Mini-Series "Luther" Returns in 2015
"Luther" will return as a two-part event special and will film in and around London in March and will premiere later next year on BBC America.