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One Stripped Down Promotion

Well, it’s not every day you see an army of 160 women parading through Times Square in their bathrobes and twirling their bras in the air in the middle of winter. But, that’s just what Lifetime Television did to launch its new How to Look Good Naked show this January.

“The Parade of Robes” as it was called, happened January 3 and 4, and if you were lucky enough to be standing on a subway platform during the procession, you received a “Happy Nude Year” sound card (it played a humorous audio greeting) or HTLGN branded compact mirror.

To play off of the body-image aspect of the show, Lifetime, a leader in women’s television, set up funhouse mirrors in New York, Miami and Los Angeles on the same days to attract passersby. On December 29 and 30, brand ambassadors also hit 11 malls in target markets to hand out the cards and mirrors. In total, a quarter of a million cards and 20,000 compacts were distributed.

“It was the perfect marriage of a terrific marketing campaign and a terrific new show,” says Gary Morgenstein, spokesperson for Lifetime TV. “The Parade of the Robes reflected the innovative, non-traditional 360 degree marketing approach we took to promoting How to Look Good Naked, designed to make our brand more vibrant and multi-generational to women everywhere.”

The show, which is hosted by Carson Kressley, debuted January  4. TV, radio promotions and print ads (including features in Redbook highlighting women from the series) supported its launch. Online HTLGN will offer branded eCards and a “Shake ’em naked” gadget for Facebook fans. is offering an online sweepstakes presented by Keri Renewal that dangles a trip to New York to have lunch with Kressley. Clothes are optional (as a shopping spree is included as part of the grand prize).

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