Isabella Rossellini's new fragrance, Manifesto, is to make its TV sponsorship debut by joining forces with Turner Broadcasting to sponsor a Leading Ladies series on Turner Classic Movies (TCM).
Manifesto will sponsor nine films, including Casablanca, which stars Rossellini's mother Ingrid Bergman; High Society, starring Grace Kelly; and Cat on a Hot Tin Roof, featuring Elizabeth Taylor. The package was especially tailored by TCM for Manifesto to raise awareness of the brand in the run-up to Christmas. It includes tune-in spots running from November 18 for two weeks, followed by sponsorship credits that air every weekend from December 2.
In addition, a competition offering viewers the chance to win a selection from the latest Isabella Rossellini range will run from December 2-23.
Creative for the credits was handled in-house by TCM, while media planning and buying was handled by Sharn Prime, TV buying director at OMD UK.
Manifesto is a six-product bath and body range that was launched by Rossellini to complement her cosmetics collection launched last year. The fragrance, described as 'sparkling, green, fresh and feminine' was developed in conjunction with Lancaster Group, a division of Coty Inc, which handles marketing and management of fragrance and cosmetics ranges.
According to Prime, the deal is a perfect fit between the brand's values, which targets upmarket women in the 25- to 45-year-old age bracket, and the values of the channel.
The Manifesto deal comes on the back of a similar deal between TCM and Shell, in which Shell sponsored Drive-In, a selection of movies such as Viva Las Vegas, timed to coincide with the British Grand Prix
Dee Forbes, sales director at Turner Entertainment Networks, said: 'TCM is a great platform for tightly targeted sponsorship opportunities. As media owners we've been able to choose particular films from our extensive library to fit the client's precise requirements, therefore increasing the chances of viewer recall and brand recognition.'
This article was first published on Marketing