A&E Networks is preparing the united kingdom debut of its female-orientated channel Lifetime, including a 12 month tie-up with watch manufacturer Citizen Watch, because the pair try to woo females aged 25-44 years old.
The launch of the Lifetime brand, which dates back to the 1980s inside the US, involves a serious 12-month push, including the “full brand integration” between the manufacturer and broadcaster across all of Lifetime’s media space.
Lifetime represents the primary time A&E Networks UK, a three way partnership between A+E Networks and BSkyB and in general related to its Bio and History Channels here, has concentrated its efforts on female audiences, in keeping with Anna Priest, A&E Networks’ VP of marcomms,
She also notes the tie-up with Citizen Watch marks the manufacturer’s first try to position itself as a brand of choice one of the same female demographic.
This tie-up came after the broadcaster identified five young female audiences: Sharing, Multi-tasking, Aspiring, Responsible, Technophiles – or ‘S.M.A.R.T.’ – as a major target demographic it had yet to tap into.
Priest adds: “Our brand is female-centric [and targeted towards this age bracket] but we don’t desire to exclude anyone. We all know that these women like to watch TV with their partners.”
Promotional activity within the run-as much as the campaign will include a double-page spread (DPS) promotional piece during this week’s edition of Grazia magazine, plus inserts within the Mail On Sunday’s Event supplement.
This can be followed up by multiple homepage takeovers on MailOnline, specifically its FeMail section, beginning Monday (4 November) – the date the channel officially switches on with its flagship British TV show ’The Conversation with Amanda de Cadenet’.
Wrap advertising on Monday’s issue of commuter-focused freesheet Metro will even follow on from broadcast ad “hero spots” in this weekend’s episode of Homeland.
Additional on-air ad slots will run across free-to-air TV channels, plus paid-for TV channels on Sky.
“The aim is to get 85 per cent of ladies aged 25-44 years old to work out them [ads and PR material] before the launch,” explains Priest.
Promotional is decided to run for four weeks within the initial phase of the campaign, with creative content showcasing much of Lifetime’s US content, including drama specials featuring Lindsay Lohan as Elizabeth Taylor, The shopper List starring Jennifer Love-Hewitt and Steel Magnolias starring Queen Latifah.
However, Priest also hints at follow-up activity to come back within the New Year, once TV viewing habits return to normal after the Christmas Holiday season.
She says: “Christmas is a funny time… Coming back strong within the New Year can be important.”