Cannes Lions

CABLE TV NETWORK

CIVIC ENTERTAINMENT GROUP, New York / HBO / 2009

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Overview

Entries

Credits

Overview

Execution

The promotion with Virgin America entailed re-branding their New York to Las Vegas route “Entourage Air,” wrapping a plane with Entourage artwork and premiering the first episode of Season 5 on the inaugural flight: a first in aviation history! We also supported the initiative with fleetwide promotional activity, including free Entourage episodes and a special “Entourage Class” for first-class passengers to enjoy branded luxury amenities. To kick off the promotion and announce the partnership, we held a larger-than-life, red carpet event at JFK with Richard Branson and the cast of Entourage which brought the season’s tagline, “Live It” to life.

Outcome

The “Entourage Air” promotion and event was a huge success receiving a significant amount of press coverage that garnered over 570 million total impressions (approximate media value is estimated at over $3MM). It also paved the way for a larger revenue sharing deal between HBO & Virgin America. Over 91,000 passengers watched the in-flight episodes during the promotional month and we received over 120,000 sweepstakes entries. In addition, the program delivered an ROI of 5:1 in terms of media value and a total of 6.1 million viewers watched the premiere of the fifth season of Entourage.

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