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
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