The Limited Inc.'s Victoria's Secret has set a
fashion-themed buy across both American Movie Classics and Bravo starting in April.
Bravo vice president of ad sales Hanna Gryncwajg said the
two-network promotional buy -- a first for the Rainbow Media Holdings Inc.-owned networks
-- grew out of talks she had a few months ago with Bozell Worldwide and TN Media Inc.,
which handle The Limited's account.
Those talks were aimed at exploring which clients would
work best in a buy spanning both networks, and frankly, she said, the lingerie marketer
was an unexpected choice.
AMC sold Victoria's Secret on sponsoring its weekly Hollywood
Fashion Machine, Hollywood Fashion Collection and several Academy Award-winning
movies, she said.
Bravo scheduled a "Fashion Fortnight" promotional
umbrella. It will encompass Undressed, which she described as "a definitive
history of U.S. fashion"; Bravo Profiles, with separate shows focusing on
designer Coco Chanel and photographer Annie Liebowitz; The Look, a six-parter on
fashion; and seven costume-drama films billed as "Best Dressed at Bravo." The
latter package will include Indochine, Shanghai and Where Angels Fear toTread.
Each network will cross-promote the fashion-themed
promotion, with Victoria's Secret getting tags on each promo spot. For instance, AMC will
run a promo at the end of Fashion Machine saying something like, "If you like
fashion, tune into Undressed on Bravo," Gryncwajg said, while Bravo's promos
will say, "If you like fashion, tune into Hollywood Fashion Machine on
The AMC and Bravo Web sites will also be part of the
promotion, she added, although the specifics have not yet been worked out.