Cable network WE: Women’s Entertainment is rolling out a national marketing campaign with Curves, a fitness and weight loss facility for women designed to help consumers get rid of extra weight and turn their pants into works of art.
Under the campaign, Lose Your Fat Pants, WE is challenging women to “get rid of their fat pants” by turning them into something fun—, curtains, or gift wrapping. The network is creating a custom campaign around its New Year, New You programming, which includes Curves’ new campaign tagline, “It’s time to free yourself from your fat pants— three sizes of them.”
Through January, WE is asking viewers to send pictures and stories about their start to healthy living and describe how they ditched their pants. Stories will be posted online at WE.tv where viewers can vote for their favorite submission. The deadline to enter is Jan. 31.
In February, WE viewers will pick the top three stories via an interactive poll. The stories will be featured in custom vignettes that will run on-air and online on WE’s homepage. As part of the contest, WE will award the three winners with free memberships to Curves.
“WE understands that health and weight issues are high on women’s list of resolutions for the new year, and we are happy to offer our viewers this fun and helpful promotion which they can relate to,” said Arlene Manos, president, Rainbow National Network advertising sales, in a statement.
Tune-in spots on WE will drive viewers to the network’s Web site and promote the campaign through its newsletter to 100,000 subscribers. Curves gets banner support via e-mail blasts and online support on WE’s Web site.
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