Lifetime crawls the malls

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Coming soon to a mall near you: cable TV's "Experience of a Lifetime."

Lifetime Television for Women's marketing tour will travel from coast to coast, stopping at malls in 12 major cities where it will set up exhibits showcasing its programming and advocacy efforts, as well as its advertisers' products.

Procter & Gamble Co. is backing Lifetime's first tour with a raft of brands including Crest dental-care products, Cover Girl makeup, Folgers Cafe Latte and Pampers diapers. Other major sponsors include Bristol-Myers Squibb Co.'s Vaniqa hair remover, New York Life Insurance Co. and Verizon Wireless.

Rick Haskins, exec VP of the Lifetime brand, says a mix of traditional and new advertisers will take part in the "Experience of a Lifetime" tour. He declined to say how much they'll pay, indicating it's part of a package deal.

The tour started March 24 in West Nyack, N.Y., and continues through June in Los Angeles. Jack Morton Worldwide, Chicago, handles.

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