Living launches cross-media campaign for its latest US TV import

Living, the Virgin Media Television-owned entertainment channel is launching a month-long marketing campaign for new US import Men in Trees. It will break next month ahead of the show’s launch.

A “quirky” moose marketing campaign will run across TV, online, press and branded LOVEfilm envelopes, a first for the online DVD rental company, to target lovers of romantic comedies.

The “dramedy” stars actress Anne Heche and is about the differences between men and women and finding relationships in unexpected places. It is being sponsored by Diageo-owned liqueur brand Baileys.

Heche will also star in the ad, filmed on set in Vancouver, while print executions stars a moose head with catchphrases highlighting such as “The odds are good… but the goods are odd”.

Virgin Media TV’s in-house team worked with roster agency The Gallery on the advertising and PHD Rocket handled the media planning and buying.

The sponsorship deal will cover the 17-week duration of the show. It is the first TV sponsorship activity for the alcohol brand since its long-running partnership with Channel 4 show Sex and the City.

The Baileys deal will also include branding on promotions and the off-air marketing campaign. The work will support the new mint and caramel variants as well as the original Baileys brand. The deal was brokered by Virgin Media TV sales house IDS.

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