Showtime is putting some serious muscle behind the fourth-season debut of Queer as Folk.
The premium network Monday announced a multimillion-dollar, multifaceted advertising, publicity and marketing campaign to support the drama’s return Sunday, April 18 at 10 p.m. (EST/PST).
Also, for the first time in Showtime’s history, the network has an exclusive sponsor: Motorola Inc.
The vendor, the network and local cable operators will team up to present screenings of Queer as Folk in Miami, New York, Atlanta, Chicago, Los Angeles and San Francisco.
Other facets of the campaign include cable TV; mainstream and gay publications; outdoor advertising; cross-promotion with the third-season DVD tour; a multicity nightclub/DJ tour; and promotion on the show’s Web site (www.sho.com/site/queer/home.do).