Logo Launches Olivia Marketing Deal
Lesbian Travel, Entertainment Firm Will Sponsor Syndicated ‘L Word’ Run
By Mike Reynolds -- Multichannel News, 1/9/2008 4:54:00 AM
Lesbian travel and entertainment company Olivia has docked a two-year marketing and advertising pact with Logo.
As part of the deal, terms of which were not disclosed, Olivia will serve as the exclusive travel sponsor of Logo’s syndicated airings of Showtime’s The L Word, which are scheduled to begin on the network targeting the lesbian, gay, bisexual and transgender communities this summer. It was unclear at presstime how many spots would run within the hour drama.
Olivia will also provide sponsorship during future episodes of NewNowNext Music, Logo’s music video series.
For its part, Logo, whose officials said this was the largest lesbian-focused marketing agreement it has signed to date, will provide content for a number of Olivia’s entertainment events. Along those lines, the network recently held a screening of new series Exes & Ohs before a packed house aboard one of the travel company’s recent cruises, according to company officials
Online, the partnership will manifest in a content exchange of Olivia.com site features such as video travel blogs with Logo’s lesbian-themed entertainment/media site, AfterEllen.com, for which Olivia will be the exclusive LGBT travel property.
“This partnership between the two leading brands for the lesbian consumer represents a landmark effort to reach what has too often been an under-served audience,” said Lisa Sherman, senior vice president and general manager of Logo in a statement.
Added Olivia general manager Lisa Henderson: “Olivia and Logo share a common vision, to provide a rich entertainment experience that is relevant and reflective of the lesbian community. For 35 years, Olivia has been delivering unique experiences for lesbians all over the world, which is a perfect complement to the world that Logo creates inside the home.”
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