Media: Hilfiger in ad-funded comedy programme
Fashion and lifestyle brand Tommy Hilfiger is to roll out an ad-funded programme on Paramount Comedy, promoting its range of watches.
The show, entitled Gina! Las Vegas, has been created following a deal
with sales house Viacom Brand Solutions (VBS).
The 10-part series, which starts in August and will be filmed in Las
ADVERTISEMENT
culture clash between the UK and the US by unleashing observational
comedy characters on the US public.
The show will sit within the existing Paramount comedy schedule, which
features comedians such as Jim Jefferies and Rob Rouse, and airs at
peak-time on Paramount Comedy 1. It is also available online and via
mobile TV.
Daniel Salem, director of partnerships at VBS, the sales house for
Paramount Comedy, Nickelodeon, MTV and VH1, said ad-funded shows are an
emerging element of Paramount's schedule. He added that the Hilfiger
tie-up highlighted brands' growing use of such deals to access a wider
audience.
The Paramount tie-up follows other TV partnership initiatives by
Hilfiger. The brand has already teamed up with Sony BMG to launch a
branded web TV channel dedicated to showcasing musical talent.
The company plans to dedicate a substantial proportion of its marketing
budget to the tommytv.com site, which will feature live content from
branded Hilfiger music events.
Jobs
- STAFFING AGENCY :: INTEGRATED AGENCY, Dylan*
- ,
- CEO, PPA
- Six Figure basic, Central London
- ACCOUNT EXECUTIVE :: EXPERIENTIAL, Dylan*
- Good Benefits, Central London
Comments