Sundance Channel Boosts Gay Pride Month With Marketing, Programming Initiatives
Mike Reynolds -- Multichannel News, 6/22/2010 2:47:07 PM
Sundance Channel is celebrating Gay Pride Month with a host LGBT-themed fare, supported by a multiplatform marketing campaign.
The marketing initiative, billed under the heading "Love, Love." features a channel takeover comprising more than 50 themed spots, shorts, graphics and on-air- and online promos, showcasing network talent, notably controversial figure skater Johnny Weir and stand-up comedienne Lizzy the Lezzy.
The digital component of the campaign at www.sundancechannel.com/lovelove also showcases original short-form content that celebrates creativity and individuality.
As part of its Gay Pride initiative, Sundance Channel is also an official sponsor for NYC Pride (www.nycpride.org), where the network will launch a viral marketing campaign for its upcoming, original series Girls Who Like Boys Who Like Boys, which explores the relationships between women and their gay best friends and the emotional and social tensions that frame them.
During NYC Pride's 24th Annual Dance on the Pier on June 27, Sundance Channel will give away more than 5,000 glow-in-the-dark USB bracelets that take users to www.girlswholikeboyswholikeboys.com, where Web host Paula Froelich will introduce fans to the show and give a sneak peek of exclusive content from the series.
"Sundance Channel is all about showcasing creative, provocative personalities and stories and celebrating individuality, and we wanted to create a fresh, timely campaign that underscores our commitment and support of the gay community," said Shari Weisenberg, senior vice president of marketing for Sundance Channel in a statement. "We're excited to salute Gay Pride with our ‘Love, Love" campaign, which is also a fitting way to give viewers a first look at our new original series, Girls Who Like Boys Who Like Boys, premiering this fall."
Sundance Channel's Gay Pride programming includes a dozen documentaries and films, including the June 27 season finale of Be Good Johnny Weir, which follows the skater at the 2010 Winter Olympics.
On Monday, June 28, the network features the U.S. television premiere of Edie & Thea: a Very Long Engagement, an inspiring portrait of a lesbian couple who finally achieve their dream of marrying - 42 years after getting engaged.
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