TLC Takes Fashion Advice to Malls Via Tour, Ads
TLC is coming to the rescue of the poorly dressed via an eight-city mall tour to boost its hit show What Not to Wear.
What Not to Wear style-support teams are embarking on an eight-week journey targeting area malls to bring fashion tips and advice to viewers in Boston, New York, Philadelphia, Washington, DC, Atlanta, Detroit, Cleveland and Chicago. As part of the mall tour, fashion experts will select one person from the audience in each market to win a makeover and $5,000 credit card for a new wardrobe.
To help drive consumers to tour, New York-based Ambient Planet has launched a non-traditional ad campaign seeding door hanger ads to 450,000 household in the eight market area. Street teams are hitting household around shopping mall areas, placing door hangers to get the word out about What Not to Wear.
The door hanger includes a save-the date ad with mall tour information and tune-in details. The promotion marks a growing trend by brands to reach their target audience using alternative forms of media, said Perry Kirk-Cerchio, president, Ambient Planet.
“It’s a fantastic way to get into people’s homes,” Kirk-Cerchio said of the campaign. “We’ve seen a lot of increase in demand for non-traditional advertising.
“You can get any closer than the front door,” she added. “[The door hanger ad] is something people can touch and keeps them engaged.”
The tour runs through Oct. 9. A full schedule of the tour dates and time is available at TLC.com. Internet materials support.
