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Fashion TV Dream Closet: Targeted Marketing Campaign

This off-channel plan targets A25-54 with a female skew, leveraging DISH Network, DirecTV, and spot cable in key markets. Includes TV plans, NYC events, bus wraps, and media partnerships to draw buzz and awareness. Results show increased media buyer awareness and positive press buzz.

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Fashion TV Dream Closet: Targeted Marketing Campaign

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  1. Campaign - 2009

  2. 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

  3. 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

  4. 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

  5. Comcast IPG

  6. New York City Bus Wraps

  7. 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

  8. Results • Increased awareness among media buyers in Upfront season • Buzz/Awareness Received in the Press:

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