Lifetime Television wants local advertisers to strut alongside the upcoming season of Project Runway.
Working in conjunction with Hearst Corp., Lifetime will present participating affiliates with a number of free, one-year subscription to the publisher's Marie Claire fashion title, which local advertisers can extend to their customers. Additionally, Marie Claire is integrated into the programming format of Project Runway and its all-new companion series, Models of the Runway, with the sixth season's winning designer and respective model awarded a fashion photo spread in an upcoming issue of the magazine. Project Runway and Models of the Runway are scheduled to bow on Aug. 20 at 10 p.m. and 11 p.m., respectively.
Hearst owns 50% of the women's programmer, with The Walt Disney Co. controlling the other half.
The initiative offers participating affiliates in the top 20 markets a four-day trip for two to New York City, for an exclusive Project Runway experience, where guests will spend time with the series mentorTim Gunn and Marie Claire fashion director/judge Nina Garcia.
The promotion is slated from Aug. 6 to Sept. 3. Participating affiliates will be supplied with a "Runway to Revenue" activation kit, including point-of-purchase displays, free Marie Claire subscription take-away cards, window signs and floor clings. The kit also includes customizable Web banners and e-mails.
"As one of the most popular franchises on television today, Project Runway has a marquee value that our affiliates can capitalize on through this exclusive, turn-key promotion designed to bolster their local ad sales business," said Sara Edwards Hinzman, vice president, affiliate and local ad sales, Lifetime Networks in a statement. "Coupled with the strength of Marie Claire's top-notch reputation in the fashion world, ‘Runway to Revenue' is a perfect opportunity for our affiliates to partner with us on a fresh, exciting, unique summer promotion that aligns the fan favorite show with their companies."