Lifetime Television will strike the beaches next week to promote a five-week television event, Beach Girls, which celebrates the theme of summer friendships and special times at the beach.
Ambassadors will hit eight beaches in four markets— York, New Jersey, Los Angeles and Chicago— 2-4 and July 30-31 creating personalized postcards of friends on the beach and at popular beach-area bars.
By day, ambassadors will patrol beaches and take pictures of consumers with handheld iPAQ devices. Consumers will receive photos in the form of electronic postcards. As part of the promotion, beach teams will hand out Beach Girls-branded premiums, including beach chairs with clamp-on umbrellas, oversized beach towels, sand-imprinted flip-flops, beach balls and spray bottles/fans.
At night, Lifetime ambassadors will set up old fashioned photo booths in popular beach-area bars where groups of friends can have their pictures taken.
The promotion is designed to create buzz and drive viewership of Lifetime’s Beach Girls, a six-hour movie based on the best-selling novel by Luanne Rice. Beach Girls is about an East Coast beach town where three young women pledge eternal friendship. As adults, the women drift apart until the death of one them draws them closer together. Beach Girls, which stars Rob Lowe and Julia Ormond, premieres at 8 p.m. ET/PT on July 31.
“It’s about reaching women in a really fun manner,” Ellen Stone director of consumer marketing for Lifetime Television said of the promotion. “We want to help women, their friends and family capture special moments on the beach. We’re adding to their summer experience.”
Radio spots, print ads and aerial ads support. New York City-based Grand Central Marketing handles.
In addition, Lifetime is offering a one-day text messaging contest on July 30 for consumers. Ambassadors in the New York and New Jersey markets will hand out cards inviting consumers to play. Consumers who send the text message BGIRLS to MYLTV will be entered to win an American Express gift cards or cell phones. Winners will be selected Aug. 1.
