FYI 11.01.07

New Sponsors to Sashay Down 'Project Runway'

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"Everybody is on pins and needles," as Heidi Klum always says, waiting to see who will be the sponsors for the fourth season of "Project Runway." Leading the lineup this time out is as the show's apparel partner. The winning designer earns the chance to sell their wares on, a role previously filled by Banana Republic in earlier seasons.
Heidi Klum
Photo: Bravo/F. Scott Schafer

Bluefly will also host the show's "Accessories Wall" in the designer workroom as well as sponsor live voting for the season's "Fan Favorite," who will receive a $10,000 check for obtaining such status.

Returning for the fourth consecutive year is L'Oreal Paris, keeping the models fully stocked in the makeup room and also sponsoring its first webisodes showcasing work from this season's designers. Saturn is on board as the automotive partner, awarding the winner a brand new 2008 Saturn Astra. The automaker will also sponsor a "Project Runway Video Mash-Up," in which fans can splice their favorite "Runway" clips and highlights with Saturn car footage and add their own soundtrack. Lastly, Alberto Culver's TRESemme Professional Hair Care is back on board to provide the winning designer with a $100,000 check to start their own collection, as well as adding its own online "Fantasy Runway" feature online for the first time this year.

Other brands who will be featured in on-air product integration include Hershey Chocolate and Brother International embroidery supplies.

Didn't make the cut this year? Well, as host Heidi Klum used to say (before someone pointed out her humorous redundancy, that is), marketers, this also is a competition for you as well.
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