Lifetime Television and Marie Claire Magazine Walk the 'Runway to Revenue,' a Special Affiliate Promotion Launching 'Project Runway'

Lifetime Television and Marie Claire Magazine Walk the 'Runway to Revenue,' a Special Affiliate Promotion Launching 'Project Runway'

Local Ad Sales Promotion Offers Trips to New York City for Affiliates in the Top 20 Markets, including an event with PROJECT RUNWAY'S Mentor TIM GUNN and Judge NINA GARCIA as well as Complimentary, One-Year MARIE CLAIRE Subscriptions For Consumers

LOS ANGELES, July 27 /PRNewswire/ -- In anticipation of the August 20 premiere of its Emmy -nominated and Peabody Award-winning hit series Project Runway, Lifetime Television is partnering with Hearst Corporation's fashion magazine Marie Claire for an exclusive affiliate initiative, "Runway to Revenue."

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As part of the "Runway to Revenue" promotion, Lifetime's cable affiliates will be able to connect local advertisers with Project Runway's fan base and provide them with unique opportunities for their customers to engage with the wildly popular entertainment brand. Each participating affiliate will receive a quantity of free, one-year subscriptions to Marie Claire sponsored by Lifetime, which local advertisers can, in turn, present as gifts to their customers.

The initiative offers participating affiliates in the top 20 markets a four-day trip for two to New York City, for an exclusive Project Runway experience, where guests will spend time with Project Runway's Mentor, Tim Gunn and Marie Claire Fashion Director/judge Nina Garcia.

"As one of the most popular franchises on television today, Project Runway has a marquee value that our affiliates can capitalize on through this exclusive, turn-key promotion designed to bolster their local ad sales business," said Sara Edwards Hinzman, Vice President, Affiliate and Local Ad Sales, Lifetime Networks. "Coupled with the strength of Marie Claire's top-notch reputation in the fashion world, 'Runway to Revenue' is a perfect opportunity for our affiliates to partner with us on a fresh, exciting, unique summer promotion that aligns the fan favorite show with their companies."

The promotion will run from August 6 to September 3. Participating markets will be supplied with a "Runway to Revenue" activation kit which includes point-of-purchase displays, free Marie Claire subscription take-away cards, window signs and floor clings, certain to draw customers' attention to the promotion. The "Runway to Revenue" activation kit also includes customizable web banners and e-mails.

In addition to partnering with Lifetime's distribution department, Marie Claire is integrated into the programming format of Project Runway and its all-new companion series, Models of the Runway. The series' winning designer and respective model will be awarded a fashion photo spread in an upcoming issue of Marie Claire magazine.

ABOUT PROJECT RUNWAY AND MODELS OF THE RUNWAY

Hosted by supermodel and fashion maven Heidi Klum, the hit series Project Runway provides budding designers with an opportunity to launch their careers in fashion, under the watchful eye of mentor and Liz Claiborne Chief Creative Officer Tim Gunn. The wildly successful competition reality series has proven to be one of television's most talked about shows and was the highest rated unscripted competition on all of cable for 2008.

Models of the Runway, an exciting new companion series to Project Runway, will give fans a behind-the-scenes look at the reality competition - from the models' perspective. Viewers can experience the drama, anxiety, joys, tears and frustrations as the models themselves face elimination each week and compete for a cash prize and photo spread in Marie Claire magazine.

Produced by The Weinstein Company, Miramax Films, Bunim-Murray Productions and Full Picture Productions, Project Runway and Models of the Runway are executive produced by Bob and Harvey Weinstein, Co-Chairmen of The Weinstein Company, and Jon Murray and Sara Rea of Bunim-Murray Productions (The Real World). Heidi Klum; Jane Cha and Desiree Gruber of Full Picture Productions also executive produce both series. Barbara Schneeweiss oversees the production on behalf of The Weinstein Company.

For additional information regarding Project Runway, visit www.myLifetime.com.

ABOUT LIFETIME TELEVISION

Lifetime is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates a wide range of issues affecting women and their families. Lifetime Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (which includes myLifetime.com, LMN.tv, Lifetime Games, Roiworld.com, DressUpChallenge.com and MothersClick.com) are part of Lifetime Entertainment Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney Company.

Photography is available at www.lifetimepress.com.

Photo: http://www.newscom.com/cgi-bin/prnh/20090727/LA52219
http://www.newscom.com/cgi-bin/prnh/20080804/NYM114LOGO
http://photoarchive.ap.org/
AP PhotoExpress Network: PRN11
PRN Photo Desk, photodesk@prnewswire.com
Source: Lifetime

CONTACT: Cindy Ronzoni of Lifetime Networks, +1-310-407-8525,
cronzoni@lifetimetv.com

Web Site: http://www.mylifetime.com/

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