The show returns to the Living channel on Monday (5 July) and Macpherson is the new host. She has replaced Lisa Snowdon.
The marketing includes 10” teaser spots on TV to be followed by 30 second ads, targeted to appear during reality shows and American dramas. The spots have been created by VMTV’s in house creative team.
Karmarama has created a glossy print and outdoor campaign, shot by photographer Rankin, featuring Elle Macpherson in a Herve Leger dress with the campaign line “It takes one to find one”. The outdoor marketing includes national rail and underground 48 sheet posters.
A three day burst of digital outdoor is planned, with LCD 6 sheets in shopping malls and on the underground. Massive portrait shots of the model will be showcased on the M4 Torch and the Two Towers at Hammersmith in London.
Macpherson will also be on the outside back cover of the Metro, and feature in a range of women’s weeklies and style magazines. There will be homepage takeovers across Bauer, IPC and Natmags websites.
Media is being handled by Manning Gottlieb OMD.
Jo Davey, head of marketing for VMTV says:”Elle Macpherson has turbo-charged this show into a new league and this campaign leaves viewers in no doubt that the bar has been raised for this year’s wannabe models”
VMTV has just been bought by BSkyB for £160m.
At the end of last year VMTV refreshed the Living channel visual identity.