Media tours crux of 'That's My Bush' PR

NEW YORK: That's My Bush, Comedy Central's brand-new send-up of the

US president and his family, debuts this week amid a flurry of press

coverage and PR stunts.



Created by Matt Stone and Trey Parker, the brains behind adult cartoon

series South Park, the program has also taken advantage of a couple of

unforeseen PR opportunities.



The cable channel planned last year to produce a program about whomever

won the presidential election. But the protracted wrangling over the

vote count meant the show's production was pushed back.



The delay meant a change in PR strategy because they had no tapes to

send to journalists in the earlier stages of the publicity campaign.

'Whenever we had a publication express interest in the show we just

brought them to the set, which is sometimes risky,' said Tony Fox, EVP

of corporate communications for Comedy Central.



Rolling Stone, Time, The New York Times, AP and Newsweek were among

those who took the tour.



Parker and Stone, deep in production, were unable to do individual media

interviews, so Fox set up a satellite media tour and two conference

calls.



That's My Bush experienced an unexpected shot of publicity when a story

circulated that the Bush's twin daughters would be depicted as lesbian

lovers. President Bush himself publicly denounced the story line, which

has now been scrapped.



Promotional tapes are now available and being sent to White House

correspondents.



'They will be amused or outraged, one or the other,' Fox said. 'The hope

is they will ask the president if he has seen it. If he is smart he will

say nothing.'



Parker and Stone will also appear on The Tonight Show with Jay Leno the

night before the That's My Bush premieres. By sheer coincidence, the

first guest to appear that night will be Martin Sheen, who plays the

president on the hugely popular The West Wing.



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