Last year the CW drew raves for its OMFG ad campaign for Gossip Girl.
For this fall, the network has some stylish new marketing art for the launch of its Melrose Place reboot.
The ads have an illustrative quality, a bit like vintage paperback covers, combined with more modern taglines such as “Tuesday’s the New Humpday.”
“We have an absolute drop-dead gorgeous cast, we have a fun show where everybody is dating everybody else, and we wanted a scandalous kind of soap opera,” said Rick Haskins, head of marketing for the CW.
Notice each image, starting with the one below, also uses makes strong use of the show’s iconic apartment complex/swimming pool, making the setting into a character in the shots. Each of the taglines contain a Tuesday reference, to help drive live tune in since the CW’s audience is notoriously DVR savvy. One of them — “Tuesdays are a bitch” — is tweak on the original show’s marketing (“Mondays are a bitch”).
According to Variety, Melrose Place will premiere September 8, 2009 on the CW.
The CW will kick off its fall campaign on Sept. 8 with the sophomore year of 90210 and the bow of Melrose Place.
Net has also decided to flop the time slots of its Monday dramas, which will send Gossip Girl to the 9 p.m. hour.
It’s the second year in a row that 90210 is the centerpiece of the net’s fall launch campaign, and CW is hoping that anticipation will be high for the remodeled Melrose. CW is getting a jumpstart on its competish by launching the week of Sept. 8, but it won’t be quite as quick out of the gate as last year, when the net’s fall sked launched on Labor Day.
The three new shows that everyone’s talking about are Melrose Place, The Beautiful Life, and Vampire Diaries. We talked to the stars of these shows and here’s what they told us
At Thursday’s CW upfront presentations, we got our first glimpse of the Melrose Place reboot. We saw a few scenes, and then asked the cast members about their new alter egos. But as it was just a preview, take these comments with a grain of salt. That said, it was simply the most important piece of television ever. Read on to see why:
Who’s Back from the Original?
Laura Leighton and Thomas Calabro are reprising their roles as Sydney Andrews and Dr. Michael Mancini, respectively. Though they’ve shared a marital bed in the past, they aren’t a couple in the pilot episode. But Syd-Mike ’shippers needn’t fret. Leighton left the door open for some future hanky-panky. “Sydney has most likely always maintained some sort of relationship with Michael,” she teases. “It’s been complicated, and that’s not going to change.”
The CW will announce tomorrow that it is airing the reboot of Melrose Place after 90210 on Tuesday nights next season, sources confirm. If this is causing a case of deja vu, here’s why: The original Melrose was unveiled in the time slot following Beverly Hills, 90210 way back in 1992. The network will also move Smallville from Thursday to Friday this fall to make room for the new drama Vampire Diaries.
Source: EW.com
