WE tv's Original Series Dirty Dancing Creates Customized Branding Campaign for Maybelline New York and Garnier Fructis
New York, NY – September 18, 2006 – WE tv, the only cable network dedicated to helping women connect to one another and the world around them, announced today that Maybelline New York and Garnier Fructis have signed on as the first sponsors for the new original series, Dirty Dancing. Based on the 1987 movie Dirty Dancing, the television series features a dance competition with the final winning couple earning a spot in the Dirty Dancing live stage show, presently touring the globe. The series, currently in production, affords advertisers, like Maybelline New York and Garnier Fructis, to have their products and stylists seamlessly integrated into the storyline for each episode. Products to be featured include Maybelline New York's Superstay Lipcolor and Volume Express Turbo Boost Mascara and Garnier Fructis Style XXL Volume Mousse among others. The eight-part, one-hour series is hosted by professional choreographer Cris Judd and premieres in December of 2006.
"With WE tv's increased slate of original programming, we are offering our audience original and compelling programming enabling us to attract key advertisers like Maybelline New York and Garnier Fructis," said Arlene Manos, President, Rainbow National Network Advertising Sales. "At WE tv, we are always looking to create individualized and customized packages that make sense for each of our advertisers' brands so that they can communicate simple and efficient messages to our audience of women, who are the key decision-makers in the home."
"We are thrilled to be a part of this original series for WEtv," said Barbara Kittridge, Vice President of Integrated Marketing Communications for Maybelline New York*GARNIER. "This partnership allows us to interact with our consumers in a more engaging way through both the on-air programming and the viral sites. Our consumers will be able to connect further with their favorite Maybelline New York*GARNIER products and personalities."
As part of the sponsorship agreement, Maybelline New York celebrity make-up artist Chuck Hezekiah and Garnier Fructis Style Expert Brian Magallones will be featured within the series providing tips and the latest trends in both make-up application and hairstyling. Maybelline New York will also receive on-air tagged tune-in spots, customized vignettes and billboards throughout the series.
Tactics will also run across multiple platforms including the linear network, online at WE.tv, and on WE On Demand. Online at WE.tv there will be a rich minisite for the series where Maybelline New York and Garnier Fructis will have banner ad placement, logo placement, a hyperlink, and inclusion in the monthly newsletter promoting the Dirty Dancing premiere. Broadband video content will also be available throughout the entire online promotion. WE On Demand will feature the entire series with episodes airing one week after the linear network's premiere. Each episode On Demand will feature a Maybelline New York open and close, 30 second branded spots and custom vignettes with Maybelline New York and Garnier Fructis' stylists featured.
WE tv's new original series Dirty Dancing is poised to hit the airwaves with all the hot beats, seductive dancing, and fairytale dreams that had people around the world wishing for a romance like Johnny and Baby from the original movie, Dirty Dancing that premiered in theatres in 1987 and starred Jennifer Grey and Patrick Swayze. The series brings 30 young women to a "Kellerman's" like resort where they meet six male dance instructors. Through a series of energetic performances and personal interaction each male instructor will select one woman to be his partner for the final dance off. The winning couple will earn a spot in the Dirty Dancing live stage show, currently touring the globe. Dirty Dancing is produced by Don Weiner Productions and distributed by Lionsgate.
The film Dirty Dancing has grossed over $170 million in worldwide box office spawning two albums that have each sold around 10 million copies. Its soundtrack is one of the best-selling soundtracks of all time, featuring several hits, including "She's Like the Wind," performed by Swayze; "Hungry Eyes," by Eric Carmen; and "(I've Had) The Time of My Life," which won an Oscar for Best Original Song.
Today's announcement comes on the heels of a record breaking quarter for WE, with HH ratings growth of +50% from 1Q05 (0.2 HH RTG) to 1Q06 (0.3 HH RTG). In addition, the 05/06 season is pacing to be the best in WE tv's history for Prime M-Su 8p-11p delivery of HH, W18-34, W18-49, W25-49 and W25-54. To date in 05/06, WE has +275% more original telecasts during Prime M-Su 8p-11p than in the same time period during the 04/05 season.**
**Source: Nielsen Media Research, Prime M-Su 8p-11p daypart average for 1Q06 12/26/05-3/26/06 vs.1Q05 12/27/04-3/27/05; 04/05 STD 09/27/04-05/29/05 vs 05/06 STD 09/26/05-05/28/06 Live HH, Women 18-34, Women 18-49, Women 25-49, and Women 25-54 Audience during Prime M-Su 8p-11p. WE Originals based on Prime M-Su 8p-11p telecasts 04/05 STD 09/27/04-05/29/05 vs 05/06 STD 09/26/05-05/28/06.
About WE tv
WE tv is the only cable network dedicated to helping women connect to one another and the world around them. With quality original programming including the hit series "Bridezillas," unique movie packages like "Three Men and A Chick Flick," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests in pop culture, relationships and personal style. WE tv is a subsidiary of Rainbow Entertainment Services and is currently seen in over 59 million homes.
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media creates and manages some of the country's most compelling and dynamic entertainment brands including popular national and regional television channels AMC, fuse, The Independent Film Channel (IFC), WE tv, and three FSN affiliated regional sports networks managed by Rainbow Sports Networks. The company also manages Mag Rack and sportskool, two original on-demand networks; VOOM HD Networks, the largest and most diverse suite of high definition channels available anywhere; IFC Entertainment, its film distribution, production and exhibition division; Rainbow Advertising Sales Corporation, its advertising sales division; and Rainbow Network Communications, its full service network programming origination and distribution company.
About Maybelline New York
Maybelline New York is available in over 90 countries worldwide. Offering more than 200 products, Maybelline New York combines technologically advanced formulations with on-trend expertise to create accessible cosmetics with a spirited style. For more information, log onto www.maybelline.com now available in Spanish.
GARNIER believes in beauty through nature. Scientifically developed and enriched with selected natural ingredients, our products help you look healthy and feel good every day. Established in Paris at the turn of the 20th century, GARNIER is the #1 beauty brand in France and a trusted leader throughout Europe, Asia, Canada and Mexico. Dedicated to providing a new vision for health with high quality beauty products, GARNIER also provides a wide range of hair care, skin care and sun care products throughout the world. The GARNIER family of U.S. products consists of the following products: GARNIER Fructis, GARNIER Fructis Style, GARNIER Nutrisse and GARNIER 100% Color.