Showtime, Gourmet Partner for 'Tudors' Ad Play | Adweek Showtime, Gourmet Partner for 'Tudors' Ad Play | Adweek

Showtime, Gourmet Partner for 'Tudors' Ad Play


Showtime has spattered fake blood around a showcase home, pulled off fake magazine covers and made over a hotel to look like an English castle, all in the name of generating buzz for its shows. (The first two were for Dexter, its series about a crime-fighting serial killer; the third for The Tudors, a show based on the life and loves of Henry VIII.)
Now, with The Tudors entering its third season April 5, Showtime has enlisted the promotional prowess of Macy’s, marking the first time the network has used a major retailer to promote a new season of one of its shows.
Starting the week of March 23, six Macy’s flagships including its New York City’s Herald Square store will exhibit table settings and window displays that conjure up the opulence of the Tudor king’s reign, and, the retailer hopes, drive sales of the accompanying Waterford crystal and Wedgwood china.
The print element is a four-page gatefold in the April issue of Gourmet magazine, which orchestrated the multiplatform deal for Showtime. The ad features an elegant table overflowing with platters of rib roast and cheese, and at a companion microsite, visitors who feel inclined to recreate the feast can look up recipes and click to buy the tableware from Macy’s.
The tables and costumes also will be at the center of an event Gourmet is throwing on March 30 at the Times Square HQ of Gourmet publisher Condé Nast.

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