Lifetime Television is rolling out the first national consumer campaign for its Intimate Portrait series, now in its sixth season.
The campaign, created in-house, includes TV, print and outdoor. It incorporates the show's new name, Lifetime's Intimate Portrait, which emphasizes the cable-station brand.
The work features color glamour shots of each celebrity the series is profiling, including actress Calista Flockhart, model Naomi Campbell and boxer Laila Ali.
The campaign also showcases the new tagline, "Her story, her words," which, in the ads, "frames" the subject of each installment, said Gerry Logue, svp, executive creative director of advertising and promotions at New York-based Lifetime. "The shots we chose are beauty shots to reflect the personality of the person," he said.
The previous tagline was "Up front and outspoken"; prior spots used black-and-white images.
The effort broke last month and is running through early July. Spots are airing on Lifetime and spot cable, and print ads are appearing in publications including US Weekly and TV Guide.