Campaign 2009
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Campaign - 2009. Off-Channel Plan. Target: A25-54 w/ Heavy female skew Timing: Launch campaign on 4/11 in support of 4/13 premiere Budget: $1,080,000 Overview: DISH Network - $308,000 DirecTV - $320,000 Spot Cable – Reinforce message in 8 key FLN markets that make up 26% of all Wired HHS

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Campaign 2009

Off-Channel Plan

  • Target: A25-54 w/ Heavy female skew

  • Timing: Launch campaign on 4/11 in support of 4/13 premiere

  • Budget: $1,080,000

  • Overview:

  • DISH Network - $308,000

  • DirecTV - $320,000

  • Spot Cable – Reinforce message in 8 key FLN markets that make up 26% of all Wired HHS

    • Markets: Philadelphia, Tampa, Chicago, Boston, Washington, Orlando, Detroit and Houston - $360,000

  • DBS & Spot Cable plan reach a total of 25.5MM FLN HHs (60% of all FLN HHs)

  • Comcast IPG - $91,000


Campaign 2009

Closet Cases Q2 TV Plan

  • April 10 – June 30, 2009

  • DISH Network and DirecTV

    • 4 week flight   

    • Female, Lifestyle, and Adult Cluster Units

    • Dish trigger on all last avail 9p-10p units on Mondays

    • DirecTV TiVo Showcase

  • Spot Cable

    • 8  DMA’s –FLN’s top markets (12.5MM Cable HH’s)

    • 3 week flight

    • 744 Units

    • Spots tagged with channel position

  • Comcast IPG

    • April 11 through the end of Q2

    • Total of 90 banners


Campaign 2009

Supplemental Press Support

Premiere Event - March 25th - An evening cocktail party inviting a mix of fashion and television reporters as well as some of Lloyd’s celebrity friends in order to draw potential crew coverage. Lloyd will reveal the ‘closet of your dreams’ during the event at The London NYC.

SMT – April 9th– Television tour with Lloyd in NYC targeting key markets

NYC Bus Wraps & Tails – March 16th – May 10th (targeting NY media around time of event)

Tie-in with Jones New York Media Tour – March/April/May – leverage consumer awareness opportunities during local events as well as potential press outreach during or before in each market




Campaign 2009

Jones New York Partnership

  • Provided press kits, promo looped DVDs and 500 premiere episode DVDs for seat drops at 8 local events

  • :60 promo posted to jonesnewyork.com

  • JNY provided items for premiere event gift bags

  • JNY provided items for portable closet

  • for press appearances


Campaign 2009

Results

  • Increased awareness among media buyers in Upfront season

  • Buzz/Awareness Received in the Press: