Lingerie chain Agency Provocateur in FilmFour tie-up

by Staff, Marketing 30-Nov-05

LONDON - Agent Provocateur has sealed its first TV sponsorship deal, backing a season of films on Channel 4's FilmFour channel next month.

The upmarket lingerie brand will support FilmFour's 'Dangerous Liaisons' strand, which includes movies such as 'Secretary', 'Blue Velvet' and 'Basic Instinct'.

The month-long season will be promoted in trailers on Channel 4 and a print campaign; 2.2m inserts will be distributed in magazines and newspapers including Time Out, the Evening Standard's ES magazine and The Times.

The work has been devised in partnership with communications agency M&B.

Agent Provocateur will support the tie with themed displays in its store windows. It has also created a line of branded underwear based on the 'Dangerous liaisons' theme ahead of the busy Christmas sales period.

FilmFour head of marketing Lisa McHugh said the link-up would enable the channel to reach its audience beyond the TV screen.

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