Fine Living Has Designs With Hearst On Marketing Campaign8/28/2009 8:51 AM Eastern
Fine Living Network has joined forces with a trio of Hearst Magazines titles on a multi-tiered marketing program highlighted by the TV special Cinema Style: Designer Visions.
Slated to air Jan. 15, 2010 at 8 p.m. (ET), the primetime event, hosted by FLN's Lloyd Boston (Closet Cases) celebrates the transformation of three New York City Soho lofts from empty places into signature spaces with each brought to life with the help of some of Hearst's best-loved brands.
The project turns on three of Hollywood's most iconic films, brought to life by three of America's most well-regarded design superstars: The Big Chill (Thom Filicia for House Beautiful), Dinner at Eight (Richard Mishaan for Town & Country) and Girl With a Pearl Earring (John Saladino for Veranda).
The initiative, comprising online, on-air, print and live event components, will help drive tune-in and sampling and create a broader audience for both brands. FLN will promote the Cinema Style: Designer Visions special through tagged promo spots. Hearst will dedicate editorial space in House Beautiful, Town & Country and Veranda to the project and will provide FLN with promotional pages to support the show and the network's new weekend design programming block. The network will also partner with Hearst during an opening night celebration in New York on October 13, where the townhouses will be unveiled.
Digitally, FLN and Hearst will have a co-branded presence on both fineliving.com and Designervisionsonline.com Web sites. FLN will have banner ads on designervisionsonline.com, featuring video content and tune-in messaging, while FLN will also benefit from a promotional presence on all of the participating magazines' Web sites. FLN will create an online guide/listing of the products featured in the special and will promote the show oon the aforementioned Web sites.
"We are especially proud to be partnering with Hearst on this very innovative design project," said FLN general manager Chad Youngblood in a statement. "Each of their brands is a perfect fit for FLN's weekend line-up and provides content that really resonates with our viewers."
Noted Jeanne Noonan Eckholdt, Hearst Integrated Media's executive director, business development: "We are delighted to be extending our successful ‘Designer Visions' franchise to a brand-new audience with the help of FLN. And we are thrilled that we have been able to gain the support of designers like Thom, John and Richard, each of whom brings a very distinctive point of view to the world of interior design."