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)





[06/17/18 - 08:42 AM]
Saturday's Broadcast Ratings: "Jurassic Park" Tops Adults 18-49 for NBC
The Peacock's telecast of the 1993 film leads the night in demos.

[06/16/18 - 08:28 AM]
Friday's Broadcast Ratings: CBS Tops Viewers, Shares Demo Crown with NBC
Said duo edges a low key evening among adults 18-49.

[06/15/18 - 11:26 PM]
Development Update: Friday, June 15
Updates include: Viceland's "Desus & Mero," Comedy Central's "The Opposition with Jordan Klepper" to end; The CW's "The Flash," "Supergirl" add regulars; and Matt Barr to lead "Blood & Treasure" for CBS.

[06/15/18 - 02:26 PM]
E!'s "Total Bellas" Hits Series High in All Key Demos Pulling in Over 1 Million Total Viewers Pacing Toward Its Biggest Season Yet
E! further spins the numbers for Sunday, June 10.

[06/15/18 - 01:31 PM]
"Lucifer" Fans, Rejoice: Netflix Has Picked Up the Show Up for a Fourth Season!
The streaming service broke the news via social media this afternoon.

[06/15/18 - 12:43 PM]
BYUtv to Debut Two Family Oriented Cooking Shows on June 19, "Best Cake Wins" and "Donna Hay - Basics to Brilliance Kids"
"Best Cake Wins" is a fun and friendly baking competition series designed to make a child's most desired birthday cake a reality.

[06/15/18 - 10:04 AM]
Apple Announces Multi-Year Partnership with Oprah Winfrey
Winfrey's projects will be released as part of a lineup of original content from Apple.

[06/15/18 - 09:55 AM]
Giuliana Rancic Returns as Co-Host of "E! News" Beginning September 4th
Rancic, who has been part of the E! family since 2002 when she first joined as correspondent at "E! News," co-anchored the program from 2005-2015.

[06/15/18 - 09:03 AM]
Video: Enter a New Reality When "Kiss Me First" Launches on Netflix June 29 - Trailer Debut
Netflix's YA drama series follows a young woman who recently lost her mother and has been left adrift in London.

[06/15/18 - 08:41 AM]
HBO Wraps Production on Comedy Special Starring Drew Michael, Directed by Jerrod Carmichael
Shot in Los Angeles last month, the special will debut on the network later this year.

[06/15/18 - 08:23 AM]
Thursday's Broadcast Ratings: CBS Tops Viewers with Repeat Lineup
The Eye also shares the adults 18-49 with ABC and FOX.

[06/14/18 - 11:42 PM]
Development Update: Thursday, June 14
Updates include: "Star Trek: Discovery" makes another showrunner change; Leah Remini to star in multi-camera pilot for FOX; and Peter Outerbridge tapped for Netflix's "V-Wars."

[06/14/18 - 12:30 PM]
Netflix Teaming with Eddie Murphy on "Dolemite Is My Name!"
Wesley Snipes, Mike Epps, Craig Robinson, Tituss Burgess and Da'Vine Joy Randolph also star in the film.

[06/14/18 - 11:47 AM]
Showtime(R) Orders "Black Monday" to Series
Don Cheadle, Andrew Rannells and Regina Hall star in the project, formerly known as "Ball Street," from creators David Caspe and Jordan Cahan.

[06/14/18 - 11:32 AM]
Three-Time Emmy(R) Award Winner Jean Smart Joins Cast of Bravo Media's "Dirty John"
Smart will join Connie Britton and Eric Bana in the scripted anthology series based on the articles and breakout true crime podcast of the same name from Los Angeles Times reporter Christopher Goffard.