Lord & Taylor announces an exclusive partnership with Lifetime’s hit show, Project Runway, for the eleventh season. The partnership includes an exclusive retail sponsorship for the season and a comprehensive integrated marketing program.
“We are very excited to partner with Project Runway again for its eleventh season,” noted Bonnie Brooks, President of Hudson’s Bay Company, the parent of Lord & Taylor. “Runway’s mission is very much in alignment with Lord & Taylor’s legacy of launching the careers of major American designers, and we look forward to continuing the relationship.”
As part of the retailer’s sponsorship, the show will feature a custom-built “accessory wall” with a well-edited assortment of Lord & Taylor’s shoes, handbags and accessories, which contestants will use to complete their looks during each challenge. For season eleven, Lord & Taylor will host a challenge at its Fifth Avenue flagship to air Thursday, March 21st. As part of the grand prize, the retailer will offer the winner of Project Runway the opportunity to sell their collection at the store.
Lord & Taylor and Project Runway have collaborated to create a comprehensive integrated marketing program that includes both online and in-store activations. The program includes a season-long contest in which customers can predict the season’s winner, for a chance to win a $2,500 Lord & Taylor gift card to be used toward creating their very own accessory wall. Customers have the option to enter through Lord & Taylor’s Facebook page or a mobile device via text-to-enter directions available in stores. Exclusive content from each episode and interviews will be available on www.lt-insider.com and Lord & Taylor’s social media platforms. Lord & Taylor will bring the show to life in its iconic Fifth Avenue windows and in store. Additionally, the store will host appearances from past and present Project Runway contestants locally and at its Fifth Avenue flagship.