NEW YORK: Lifetime Television's publicity department launched a multi-week media campaign to generate buzz for its new show How to Look Good Naked. The cable network said the run up to the January 4 premiere is its largest for any reality show in Lifetime's history.
“There's a lot of buzz out there for the show right now…there's been a lot of publicity so far,” said Neil Schubert, Lifetime's SVP of publicity, who led consumer media relations efforts leading up to the show's launch.
Carson Kressley, the stylist and fashion expert who leapt to fame as a cast member on Bravo's Queer Eye for the Straight Guy, is serving as the host of Naked, as well as the public face of the show in its media campaign. Schubert said that Kressley landed appearances on Good Morning America and Live With Regis and Kelly on the days surrounding the premiere. Additionally, Hollywood show The Insider agreed to do a segment about every episode of the show, and its competitor Access Hollywood has covered it as well. On the print side, a USA Today feature and reviews in many major entertainment and celebrity magazines preceded the launch.
On the day of the premiere, the network set up a satellite media tour for Kressley targeting 25 separate markets, including both live and taped appearances.
Another key element of Naked's PR campaign was a publicity stunt held in New York City on January 3 and 4, in which 160 women in robes, bearing bras and promotional fliers, will swarm public transportation en route to Times Square.
42 West is handling PR for the stunt, and ID PR is handling Kressley's personal publicity, according to Schubert.
More traditional marketing efforts include promotional partnerships with a variety of major brands, an online campaign with features like eCards and widgets for social networking sites, outdoor, print, and broadcast advertising.
“This is a seven-week run,” explained Schubert. “So we will try to keep up the press for all seven weeks.”