[10/22/09 - 03:42 PM]
USA Network to Debut New Original Series "White Collar" with Limited Commercials Exclusively Presented by Ford and Ketel One Vodka(R)
The partnership will also include in-show integration in the second half of the season, set to air in January.

[via press release from USA]


White Collar Limited-Commercial Debut Presentation on Friday, October 23

NEW YORK, NEW YORK � October 22, 2009 � USA Network announced today that thanks to Ford Motor Company and Ketel One Vodka, viewers of USA Network will be able to watch the premiere of the new original series, WHITE COLLAR with limited commercial interruptions, on Friday, October 23 at 10/9c. WHITE COLLAR will debut with a special episode followed by 13 one-hour episodes starring Matt Bomer ("Chuck," "Tru Calling"), Tim DeKay ("Tell Me You Love Me," "Carniv�le"), Tiffani Thiessen ("What About Brian," "Fastlane") Willie Garson ("Sex and the City," "John from Cincinnati") and Natalie Morales ("The Middleman"). The announcement was made today by Chris McCumber, USA's executive vice president, marketing, digital and brand strategy.

"We are delighted to collaborate with Ford and Ketel One Vodka to create integrated marketing campaigns that organically align their individual brands with the distinct characters of our new series," said McCumber.

America's most innovative car, the all-new Ford Taurus will be the exclusive auto partner for season 1 of the series with in-show integration of the 2010 Taurus, as well as the Ford Explorer. Ford will kick-off the night with an intro spot to the Limited Commercial Premiere of WHITE COLLAR. Coming out of the first segment, Ford will exclusively own the first commercial break featuring exciting creative for the "all-new Taurus from Ford," while signaling viewers that WHITE COLLAR will return in :60 seconds.

Additionally, Ketel One Vodka, a brand that stakes its reputation on its exceptional quality, will own the end of the Limited Commercial Premiere and treat viewers to a special expanded preview of the upcoming season of WHITE COLLAR. Their partnership will also include in-show integration in the second half of the season, set to air in January 2010, when "Ketel One on-the-rocks" will be established as Neal's signature drink.

Both Ford and Ketel One Vodka have found unique ways to align their brands' characteristics and personalities with those of the characters in WHITE COLLAR through USA's Character Profiles, which give viewers a closer look at key characters in the show. Ford will sponsor a Character Profile of the extremely dedicated and passionate FBI Agent Peter Burke (DeKay) who also drives the all-new Ford Taurus in the series. Ketel One Vodka will aligned with self-assured, stylish Ex-con turned FBI agent, Neal Caffrey (Bomer) for their Character Profile sponsorship. Each Character Profile will debut in an upcoming episode of WHITE COLLAR. "Peter" is set to debut on November 13 with "Neal" debuting on November 20, and both Character Profiles will continue to air through December 4.

Both Ford and Ketel One Vodka receive pre-promotional tune-ins, snipes and billboards leading up to the premiere as well as continuity within the season as part of their series partnership.

"The new Taurus, America's most innovative sedan is the perfect vehicle for the savvy character, Peter Burke," said Connie Fontaine, Brand content and Aalliances manager for Ford Motor Company. "We're excited to work with USA Network to not only introduce the Taurus to a new audience but also the premier of WHITE COLLAR."

"Ketel One Vodka is excited to present WHITE COLLAR's premiere with limited commercial interruptions and align closely with the character of Neal throughout the series," said Toby Whitmoyer, director of marketing, Ketel One vodka. "The show's stylish and sophisticated appeal makes the partnership a natural fit for Ketel One vodka."

WHITE COLLAR is about the most unlikely of partnerships between a con artist and an FBI agent. The story unfolds after charming criminal mastermind Neal Caffrey (Bomer) is caught by his nemesis, G-Man extraordinaire Peter Burke (DeKay). After escaping from a maximum-security prison to find his long-lost love, Neal is nabbed by Peter once again. Rather than returning to jail for this daring getaway, Neal suggests an alternate plan - provide expertise to assist the Feds in putting away elusive criminals in return for his freedom. WHITE COLLAR also stars Tiffani Thiessen, Willie Garson and Natalie Morales. WHITE COLLAR was created and is executive produced by Jeff Eastin ("Hawaii," "Meet the Marks") and comes from Fox Television Studios. Bronwen Hughes (USA's "BURN NOTICE," "Breaking Bad," "Forces of Nature") directed the pilot. The show is shot entirely on location in and around New York City.

The media/buying agencies are Team Detroit for Ford and MediaCom for Ketel One.

USA Network is the #1 network in all of basic cable and is seen in over 98.5 million U.S. homes. A division of NBC Universal, USA is the cable television leader in original series and home to the best in blockbuster theatrical films, acquired television series and entertainment events. The award-winning USA website is located at www.usanetwork.com. Characters Welcome.

USA Network is a program service of NBC Universal Cable 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.

  [october 2009]  


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