E! Drives Official Media Sponsorship Pact with Mercedes-Benz Fashion WeeksDeal Begins with TV, Digital, On-Site Coverage from Feb. 6-13 2/02/2014 1:54 PM Eastern
E! has inked a deal to become an official media sponsor of both the February and September versions of the 2014 Mercedes-Benz Fashion Weeks in New York.
As part of the agreement, financial terms of which were not disclosed, E! will provide coverage on television, digitally and via social vehicles, and gain exposure with an on-site presence at both events.
“From awards shows to premieres, E! has become synonymous with the most talked-about pop culture events, and we welcome the opportunity to present Fashion Week through the multi-dimensional lens that only E! provides,” said Suzanne Kolb, president, E!. “Only E! and Eonline gives viewers unprecedented access to all the activities and happenings at Mercedes-Benz Fashion Week, providing a front row seat to experience every aspect one of the industry’s biggest events.”
E! begin its sponsorship of Mercedes-Benz Fashion Week during the Fall 2014 Collections at Lincoln Center February 6-13. Sponsorship components include:
Exclusive access: “E! Live from Fashion Week” will cover the week from all angles, giving viewers a front row seat to both the runway and backstage activities. E! News will have an exclusive access to get the story behind what inspires the hottest designers and find out what keeps their celebrity clientele coming back for more.
Special Broadcasts: E! News will broadcast from Lincoln Center nightly during Fashion Week, with fashion correspondents on-the-ground to report live from the tents with trends, celebrity sightings and rich descriptions of the event’s activities. E! News anchor and Fashion Police star Giuliana Rancic will be reporting live every night from the runway. Joining her will be E! News correspondent Alicia Quarles and contributors Zanna Roberts Rassi and E.J. Johnson.
Synergized Programming: E! will celebrate the week with special segments, guests, and themed episodes across E! original programming, including Chelsea Lately, The Soup, E! News and Fashion Police.
Eonline will launch a brand new digital channel dedicated to fashion’s biggest week, showcasing
Live Streaming: The site will give users a backstage pass to Mercedes-Benz Fashion Week by featuring live, online streaming throughout the day on Eonline.com.
Insider Access: Users will be able to watch interviews with the designers and models, click through exclusive photos of the most-talked about parties, celebrities and of course, the week’s biggest star, fashion.
Social Media: E! fashion correspondents and editors will also interact with viewers and designers across all social media platforms.
Lounge: The E! lounge will be located in lower level lobby at Lincoln Center, where the programmer will proffer a multitude of on-site activations for designers and celebrity attendees to show off their designs and fashions. In the upper mezzanine of the grand lobby, viewers will see all the latest trends up close, from head-to-toe, via E!’s exclusive 360 Glam Cam.
VIP Backstage Entrance: E!’s VIP backstage entrance will serve as a special “red carpet” for celebrities and VIPs attending the various shows, with E! cameras gaining special access to this exclusive area.