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Live Fashion Show Puts ‘Runway’ Sponsors on Display

Nov 7, 2007  •  Post A Comment

Bravo and the Weinstein Co. have gotten quite adept at putting sponsors into their hit “Project Runway.”
Now they have taken those sponsors out of the box and put them in New York’s Lincoln Center for a fourth-season coming-out party.
Bravo put on a fashion show there Tuesday to herald the Nov. 14 return of “Project Runway.” True to form, the sponsors were involved in the kickoff.
TRESemme, the official hair sponsor of “Project Runway,” had a team of stylists on hand styling the tresses of the models. Another TV show sponsor, L’Oreal Paris, made up the models and provided cosmetics for the event.
Shoes came exclusively from Aldo and gift bags came from Bluefly.com.
Being a part of NBC, the Bravo event had a green angle to it, with show sponsor Saturn showcasing its hybrid vehicles outside the event.
Bravo worked with promotional partners including Time Warner Cable, Z100 Radio, Gawker.com and Bluefly.com to distribute tickets to fans. The show was Webcast on BravoTV.com.
Last week, Bravo said Bluefly, L’Oreal, Saturn and TRESemme would be the key sponsors for season four of “Project Runway.”
Bluefly.com, an online retailer featuring designer merchandise at low prices, will provide the designer who wins this year’s “Project Runway” with an exclusive opportunity to sell his or her creation. Bluefly will host the accessories wall in the designers’ workroom and collaborate with Bravotv.com on “Get the Look,” where viewers can shop for clothing and accessories from the winning outfit on each week’s challenge.
Bluefly.com also will sponsor live voting, including the fan favorite poll, whose winner gets a $10,000 check.
The online retailer will work with Elle magazine on the Ultimate “Project Runway” Sweepstakes, whose top prize is a trip to New York and tickets to the show’s season finale in Bryant Park.
L’Oreal Paris, which has been a sponsor of “Project Runway” for four years, will have an on-air, online and mobile presence. L’Oreal will provide the makeup room for the models in each episode and sponsor the “Project Runway” Mobile Fan Club. This year, L’Oreal also will sponsor an online-only “Project Runway” fashion show.
Viewers will be able to see 3- to 4-minute video segments featuring each designer’s work and vote on who should get a $10,000 prize.
Saturn will provide the winner of this season’s competition with a 2008 Saturn Astra. The auto company also will host on-air vignettes showing contestants exploring inspirational spots in Los Angeles in Saturn vehicles.
Saturn will sponsor an online mash-up section where fans can build their own videos using clips from the show, music and Saturn car footage.
TRESemme will provide a $100,000 prize to the winner that will be used to start his or her first collection.
TRESemme is going online with an online runway, where fans can select the designers they think will advance in the competition.
Other sponsors of the show include Brother International and the Hershey Co.
Brother, which makes sewing machines, will be featured in the show through on-air product integration. Hershey products also will be integrated into the series.
“What differentiates ‘Project Runway’ from other television properties is the unique opportunity to incorporate a diverse group of partners, all of whom are extraordinary marketers,” said Pam Henning, senior VP of global integrated marketing at the Weinstein Co. “They are committed to building engaging cross-platform programs that extend the reach of the ‘Project Runway’ brand outside of the endemic categories.”

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