Stars of ABC’s “The Bachelor” and “The Bachelorette” will travel to department stores across the country between August and September to attend casting calls for future episodes of the series.
The tour is part of a multitiered consumer advertising program among the reality franchise, travel magazine Travel + Leisure and designer Perry Ellis.
“Perry Ellis and Travel + Leisure exemplify the style and luxury we create on our show, and we are extremely pleased with this synergy,” Mike Fleiss, executive producer of “The Bachelor” and “The Bachelorette,” said in a statement. Mr. Fleiss’ Next Entertainment and Telepictures Productions produce the shows.
A 20-page advertising section in Travel + Leisure’s September issue will feature cast members from the shows modeling merchandise from the Fall 2003 Perry Ellis collection. The photos were shot on location in Jamaica, and the campaign, titled “The Perfect Fit,” is sponsored by the Jamaica Tourism Board, Air Jamaica and Couples Resorts, which provided the location for the photo shoot and 12 Jamaican vacations as sweepstakes prizes.
Schedules and information about “The Bachelor” casting calls and events will be included in the special advertising section in Travel + Leisure and featured on travelandleisure.com, perryellis.com and abc.com at keyword: bachelor.
“This exemplifies Travel + Leisure’s ability to develop creative, new, integrated marketing initiatives that meet the needs of our partners,” Travel + Leisure magazine VP and Publisher Ellen Asmodeo said. “This program taps into multiple marketing avenues, including TV, radio, Internet, live events, direct marketing and more.”
Said Pablo de Echevarria, senior VP, marketing, for Perry Ellis: “This type of multidirectional marketing initiative makes the brand come alive for the consumer at the retail level. By incorporating print, radio, store events, celebrity appearances, register-to-win contests and gift-with-purchase initiatives we attract consumers to the stores and satisfy the needs of both our retail and licensing partners. Travel + Leisure has been an invaluable companion in helping us bring this very complex project together successfully.”