[01/21/11 - 12:46 PM]
IFC Partners With Aloft Hotels and Zipcar to Support New Original Comedy Series, "Portlandia"
The series, from Fred Armisen and Carrie Brownstein, premiers tonight at 10:30/9:30c on the cable channel.

[via press release from IFC]

IFC Partners With Aloft Hotels and Zipcar to Support New Original Comedy Series, "Portlandia"

Series Stars Fred Armisen (SNL) & Carrie Brownstein (Sleater-Kinney); Premieres Friday, January 21 @ 10:30 pm, et/pt

NEW YORK, NY - January 21, 2011 - IFC unveiled a pair of partnerships today to support its newest original comedy series, "Portlandia," premiering Friday, January 21 at 10:30 pm, et/pt, and starring Fred Armisen (SNL) and Carrie Brownstein (vocalist/guitarist, Sleater-Kinney). IFC is working with Aloft Hotels, a division of Starwood, and Zipcar to offer viewers sneak-peeks of "Portlandia," a national sweepstakes that awards a trip to Portland, series-themed gift bags and more.

"These partnerships were each designed to offer viewers the opportunity to sample 'Portlandia' and share it with their friends. Aloft and Zipcar have a similar customer-base and brand sensibility as IFC, making this an ideal marketing opportunity for each company," stated Kent Rees, IFC's senior vice president of marketing.

Aloft Hotels

IFC and Aloft Hotels have partnered on an exclusive national sweepstakes, "Portlandia State of Mind," and a customized Aloft Hotel package, "I Love Portlandia."

Consumers can enter the "Portlandia State of Mind" sweepstakes through February 18 by visiting www.ifc.com/sweepstakes/portlandia-aloft or if they "like" Aloft Hotels on Facebook. The sweepstakes will award one grand prize winner a trip for two to the Rose City, including round-trip airfare and a two-night stay at the Aloft hotel in Portland. Fifty first place winners will also receive an IFC "Portlandia"-themed gift bag.

The "I Love Portlandia" package is available to all Aloft Hotel guests who book a room at any participating Aloft hotel in North America through February 18. The package includes two complimentary signature cocktails at Aloft's "w xyz bar" and an IFC "Portlandia"-themed gift bag. To purchase the "I Love Portlandia" package, guests must book online at www.alofthotels.com. Aloft's growing base of Facebook fans will also get exclusive sneak peeks of "Portlandia" once they "like" Aloft at facebook.com/alofthotels. Inside Aloft properties nationwide guests will also see sneak peeks of "Portlandia" on Aloft's signature lobby video wall.

"Partnering with IFC is a natural fit for Aloft, since our Gen Y audiences share similar sensibilities," said Brian McGuinness, senior vice president of specialty select brands for Starwood. "I have a feeling many Aloft guests are already adding 'Portlandia' to their viewing calendars."


IFC and Zipcar have partnered to develop the "Surprise & Delight" promotional package. Through February 18, drivers who book a car at Zipcar locations throughout NYC and Portland will receive a complimentary IFC "Portlandia"-themed gift bag. In addition, Zipcar will host "Portlandia" screening parties in NYC and Portland for Zipcar members and their friends. Inspired by the series, Zipcar is also asking members to film their most fun "Ziptrip" and post it on Zipcar's Facebook page for a chance to win $500 in driving credit and an IFC prize pack.

The partnerships were brokered for IFC by bottlerocket marketing group in NYC.

Created, written by and starring Fred Armisen and Carrie Brownstein, each of "Portlandia's" six episodes features character-based shorts drawing viewers into "Portlandia," the creators' dreamy rendering of Portland, Ore.

An assortment of guest stars inhabit "Portlandia," including Kyle MacLachlan (Twin Peaks, Sex & The City), Aubrey Plaza (Parks and Recreation), Selma Blair (Legally Blonde, Hellboy), Heather Graham (The Hangover), Edie McClurg (Ferris Bueller's Day Off), Kumail Nanjiani (Michael & Michael Have Issues), Jason Sudeikis (SNL, The Cleveland Show), and Gus Van Sant (Milk). Singer/songwriter Aimee Mann also guest stars, alongside James Mercer (The Shins), and local Portland musicians Jenny Conlee and Colin Meloy (The Decemberists) and Corin Tucker (Sleater-Kinney).

About IFC

IFC creates and champions authentic, original content that is "Always On. Slightly Off." Since 1994, IFC has cultivated television programming that challenges the conventions of storytelling. Today, IFC continues to embrace content with an indie perspective. Original series - headlined by brand-defining scripted and sketch comedy - air alongside an extraordinary collection of films and cult TV shows. Long and short-form original content inspired by music, web, gaming, animation, news, and culture is available on multiple platforms. IFC provides viewers access to must-see festivals and events around the country, like the Film Independent's Spirit Awards and SXSW. IFC.com features exclusive video, podcasts, blogs, news and reviews cultivated and written by industry experts. The network's On Demand offering, IFC Free, gives fans the opportunity to watch select content from IFC whenever they want. IFC is a subsidiary of Rainbow Media Holdings LLC.

About Rainbow Media Holdings LLC

Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media owns and operates some of the world's most popular and award-winning entertainment brands, including AMC, IFC, Sundance Channel, WE tv, Wedding Central and IFC Entertainment (IFC Center, IFC Films, IFC In Theaters, IFC Midnight and IFC Productions). Additional information about Rainbow Media's multiplatform brands is available at www.rainbow-media.com.

  [january 2011]  


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