Premier PR appointed for HBO merchandise drive

US TV network HBO has appointed Premier PR to raise awareness of product lines inspired by TV shows such as Sex and the City.

Product drive: US network HBO wants to raise awareness of product lines inspired by TV shows such as Sex and the City
Product drive: US network HBO wants to raise awareness of product lines inspired by TV shows such as Sex and the City

The six-month brief, which was won following a competitive pitch, will promote merchandise for the network's current hits such as medieval fantasy Game of Thrones, and vampire series True Blood.

The campaign will centre on the promotion of clothes, jewellery, digital and CD soundtracks, games and books driving sales via its online store.

Duncan Purves, director of brands at Premier PR, said the team plans to employ a high-end designer to produce a cosmetics range.

The strategy encompasses a media relations campaign, experiential ideas and social media.

Purves, said: ‘Sky TV viewers know the shows and we will be targeting them as well as encouraging new mainstream consumers to buy into the brands through the merchandise with a variety of creative initiatives throughout the year.’

James Costos, vice-president of global licensing, HBO, said: ‘Premier has great experience building thoughtful and effective public relations campaigns in the consumer products landscape and we are excited to be working with them.’

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