Turner Broadcasting System (TBS) and Mitsubishi Motors North America have entered into an integrated marketing alliance that centers on the automaker’s exclusive sponsorship of Sex and the City, which will begin airing on TBS June 15.
The 15-month partnership includes promotional tune-in spots, on-air advertising, customized vignettes and online integration, as well as off-channel print advertising and billboards. TBS will produce customized vignettes each month incorporating scenes from SATC and select Mitsubishi Motors brands.
“This marketing alliance allows TBS and Mitsubishi Motors to extend their brands through a significant reach to our respective target audiences and consumers,” said David Levy, president of Turner Entertainment ad sales.
This marks the first time an advertiser has been associated with this series, which aired originally on HBO. The deal will encompass the network’s 15-month window, before the series begins its syndication run, amounting to two broadcast cycles and exposure for Mitsubishi in every SATC episode. The deal begins Second Quarter 2004 and runs through Third Quarter 2005.
As part of the deal, Mitsubishi Motors will also have sponsorship elements in a TBS prime time special edition of Movie and a Makeover.
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