CMT, GARNIER AND SONY BMG MAKE BEAUTIFUL MUSIC WITH “RISING STAR” CAMPAIGN
CMT, GARNIER AND SONY BMG MAKE BEAUTIFUL MUSIC WITH ITS “RISING STAR” CAMPAIGN TO SUPPORT THE 2007 CMT MUSIC AWARDS AT RETAIL, ONLINE AND ON CMT
Sony BMG Artists Sarah Johns, Ashley Monroe, Catherine Britt and Crystal Shawanda Featured on Custom RISING STAR Compilation CD as Free Gift with Purchase
NASHVILLE – March 15, 2007 – Garnier has partnered with CMT and Sony BMG to create an integrated marketing campaign surrounding the 2007 CMT MUSIC AWARDS, combining retail, online and advertising efforts to drive brand awareness of Garnier Nutrisse hair color. The aptly-titled “Rising Star” campaign kicks off at the retail level in March, and includes a free CD featuring Sony BMG artists with the purchase of any Garnier Nutrisse hair color. Additional elements of the “Rising Star” campaign include a fan sweepstakes, online presence at CMT.com, national print advertising and ad inventory on CMT.
Garnier Nutrisse will target country music’s devoted fan base by showcasing the annual CMT MUSIC AWARDS on hair color products throughout March, with heavy support at the retail level. Sony BMG created 400,000 CD samplers to be included as a gift with purchase, featuring country newcomers Sarah Johns, Ashley Monroe, Catherine Britt and Crystal Shawanda.
“Garnier and Sony BMG are both innovators in their respective industries, and we’re pleased to partner with them on this unique cross-media promotion,” said Anthony Barton, vice president of integrated marketing, CMT. “We’re fortunate to have such creative partners who are devoted to introducing these ‘Rising Stars’ to a mass audience.”
“We are thrilled to partner with CMT and Sony BMG on this exciting program,” said Barbara Kittridge, vice president of integrated marketing communications, Maybelline New York-Garnier. “We know that the CMT Awards experience is an amazing one for consumers, and the co-branding opportunities allow us to truly stand out in the marketplace. We see the partnership as a win for everyone.”
As part of the promotional campaign, the Garnier Nutrisse Rising Star of Country Music Sweepstakes will award one lucky fan with a trip to Nashville and star treatment, including a walk down the CMT MUSIC AWARDS red carpet with Sony BMG artists. Fans can enter the sweepstakes online at www.cmt.com/garniernutrisse until March 23. Additional prizing includes free hair color, the Rising Star compilation CD and custom Epiphone guitars. The winner of the Rising Star Sweepstakes will be featured on CMT’s televised awards coverage and on CMT.com.
Garnier has implemented a national advertising campaign to create further awareness of the Rising Star promotion, with ads in magazines such as People, In Touch and US Weekly. CMT will offer additional support with on-air promos throughout the month of March.
This marks the fourth year Garnier has been a premiere sponsor of the annual CMT MUSIC AWARDS, which is the only fan-voted country music awards show featuring live performances by country music’s biggest artists. More than 9.2 million viewers tuned in to award show-related programming last year, and CMT.com broke multiple traffic records in conjunction with the first ever live simulcast.
Hosted by comedian Jeff Foxworthy, the 2007 CMT MUSIC AWARDS premieres live Monday, April 16 at 8:00 p.m., ET.*
Visit CMT's press-only web site www.cmtpress.com for more information and downloadable photos on all of CMT's programming.
CMT, America’s No. 1 country music network, carries original programming, specials, and live concerts and events, as well as a mix of videos by established country music artists and new cutting-edge acts, including world premiere exclusive videos. Founded March 6, 1983, CMT, owned and operated by MTV Networks, reaches more than 83 million households in the United States. Go to country music’s biggest web site at www.cmt.com.
GARNIER believes in beauty through nature. Scientifically developed and enriched with selected natural ingredients, our products help you look healthy and feel better every day. Established in Paris at the turn of the 20th century, GARNIER is the #1 beauty brand in France and a trusted leader throughout Europe, Asia, Canada and Mexico. The GARNIER family of U.S. products consists of Fructis, Fructis Style, Nutrisse, 100% Color, Color Breaks and Nutritioniste. For more information, visit www.garnier.com.
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*EDITORS: The 2007 CMT MUSIC AWARDS premiere LIVE on Monday, April 16 at 8:00 PM, Eastern and 7:00 PM, Central; and at 9:00 PM, Mountain and 8:00 PM, Pacific (tape delayed).