In television, like fashion, you’re either in or you’re out, and staying relevant in the still-evolving medium is not as easy as it once was. Internal marketers need to approach their existing and potential audiences from every direction, and for Bravo director of digital marketing and events Valerie Brown, that task hinges on creating signature moments to herald the premieres of new and existing series.
First in a Series: Brown joined the network in 2004, on the eve of an extensive rebranding initiative. That effort included the launch of Project Runway, the first series she worked on closely, collaborating with producers Magical Elves and IMG Fashion to run the front of the house for the contestants’ Bryant Park fashion shows. In the four years since, Bravo has grown each year, posting record ratings in 2007 and then again in the second quarter of 2008.
Expanding Lineup: Brown became team director in 2006, working with Bravo senior vice president of marketing Ellen Stone. She recently produced a competition to find a new cast member for gym reality show Work Out, a dating advice seminar with the star of The Millionaire Matchmaker, and dance classes at Crunch gyms nationwide to promote Step It Up and Dance. “As you grow, budgets become more accessible, but at the same time, you have to maintain profitability,” says Brown. “We pick anchor events to invest in and to put on a large platform. When you have the breadth of programming we have, you have to make strategic decisions.”
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Bravo, Project Runway, Work Out, Millionaire Matchmaker, Step It Up and Dance, Shear Genius, Top Chef |
