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Showtime to Launch $900K Ad Campaign for <I>The L Word</I>

29 Sep, 2004 By: Brendan Howard

Marking a number of advertising firsts for Showtime Entertainment's DVD division, The L Word: The Complete First Season ad campaign for the set's Nov. 9 street date will feature a $900,000 TV ad campaign on DirecTV as well as a national magazine ad campaign in TV Guide, Entertainment Weekly, Jane and a variety of gay- and lesbian-targeted publications.

A second wave of DVD promotions will hit in January and February for the airing of the second season of the show, which follows the lives and loves of a group of lesbian friends.

Marketing partners include the cruise line Olivia Cruises (which will be featured in an episode of “The L Word” and give away cruises in a contest advertised with an on-pack sticker), the “W” hotel chain, Orbitz (which will provide another trip contest) and Apple (providing iPods and computers for promotions).

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