Campaign - 2009

Target: A25-54 w/ Heavy female skewTiming: Launch campaign on 4/11 in support of 4/13 premiereBudget: $1,080,000 Overview:DISH Network - $308,000DirecTV - $320,000Spot Cable – Reinforce message in 8 key FLN markets that make up 26% of all Wired HHS

Markets: Philadelphia, Tampa, Chicago, Boston, Washington, Orlando, Detroit and Houston - $360,000DBS & Spot Cable plan reach a total of 25.5MM FLN HHs (60% of all FLN HHs)Comcast IPG - $91,000

Off-Channel Plan

April 10 – June 30, 2009       DISH Network and DirecTV

4 week flight   Female, Lifestyle, and Adult Cluster UnitsDish trigger on all last avail 9p-10p units on MondaysDirecTV TiVo Showcase

Spot Cable8  DMA’s –FLN’s top markets (12.5MM Cable HH’s)3 week flight 744 UnitsSpots tagged with channel position

Comcast IPGApril 11 through the end of Q2 Total of 90 banners  

Closet Cases Q2 TV Plan

Premiere Event - March 25th - An evening cocktail party inviting a mix of fashion and television reporters as well as some of Lloyd’s celebrity friends in order to draw potential crew coverage. Lloyd will reveal the ‘closet of your dreams’ during the event at The London NYC.   SMT – April 9th– Television tour with Lloyd in NYC targeting key markets NYC Bus Wraps & Tails – March 16th – May 10th (targeting NY media around time of event) Tie-in with Jones New York Media Tour – March/April/May – leverage consumer awareness opportunities during local events as well as potential press outreach during or before in each market

Supplemental Press Support

Comcast IPG

New York City Bus Wraps

Jones New York Partnership

• Provided press kits, promo looped DVDs and 500 premiere episode DVDs for seat drops at 8 local events

• :60 promo posted to jonesnewyork.com• JNY provided items for premiere event

gift bags• JNY provided items for portable closet for press appearances

• Increased awareness among media buyers in Upfront season

• Buzz/Awareness Received in the Press: 

Results