Bravo aggressively markets Queer Eye for the Straight Girl
December 23 2004 1:00 AM ET
Multichannel News reports that Bravo is launching its
largest marketing campaign since NBC acquired the cable
network two years ago to draw attention to Queer Eye for
the Straight Girl. This new addition to the Queer
Eye franchise will offer three gay men and a lesbian
giving make-better advice to women. A multitude of TV spots
will begin airing January 3 to promote the show's January 12
debut as well as the January 11 launch of Queer Eye for
the Straight Guy's third season.
"We need to bring a lot of eyeballs to the channel
because it's a very, very big first month and first quarter
of the year," Bravo president Lauren Zalaznick told
Multichannel News. "In addition to those shows,
we have Project Runway coming back in January, which
we just think is a breakout show that is growing and
growing, and we wanted to come back even stronger in
January." The marketing campaign includes ad buys on TBS,
TNT, Food Network, and the Learning Channel as well as
The Oprah Winfrey Show and The Ellen DeGeneres
Show. NBC will also run ads on its own networks,
including USA Network, Sci Fi Channel, CNBC, and MSNBC.
Other promos will include billboards in New York's Time
Square and along Los Angeles's Sunset Boulevard as well as
double-page spreads in The Advocate, People, Star,
and Us Weekly.
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