Las Vegas promotion for Paramount
The Las Vegas tourist board is to be the first sponsor for Paramount Comedy’s new nine o’clock comedy strand.
The deal, brokered by Initiative Media, is the first UK TV sponsorship paid for by the Las Vegas Convention & Visitors Authority. The six figure deal is for the Make 9 a Double evening comedy hour, which kicks off with the shows Scrubs, Everybody Loves Raymond and South Park.
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Las Vegas will get a splash page on the Paramount website, with a direct link to the tourist board's website, and is part of a bigger campaign for the advertiser - the first since Initiative won the account last month. Other activity will include online, national press and magazines, as well as a 30 second spot TV campaign.
The Paramount sponsorship starts this month and runs until August, returning for a second campaign in October.
Initiative account account manager, Ian Stevens, said: "Make 9 a Double provides a great match with the US entertainment credentials of Las Vegas – and a perfect targeting vehicle to reach our audience of 'Serious Players' when they are in a leisure frame of mind."
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