Logo, the MTV and Viacom backed LGBT cable station, and Olivia, the lesbian travel and entertainment company.
San Francisco – Lesbians will be seeing more of themselves on TV thanks to a partnership between
The powerhouse queer entertainment companies announced the partnership January 9. The news is sweet for the 35-year old San Francisco-based Olivia that recently won a legal victory from a multimillion-dollar wrongful termination lawsuit, reported the Bay Area Reporter in November 2007.
Olivia sweeps up in the deal as the exclusive travel sponsor during Logo’s airing of the L Word, which will begin summer 2008, online content where Olivia.com will be the LGBT travel property for Logo’s lesbian-themed entertainment and media site AfterEllen.com with an exchange of Olivia.com’s video travel blogs, and secures placements and promotions around Logo’s online and broadcast content, according to the January 9 news release.
“Olivia and Logo share a common vision,” said Lisa Henderson, general manager of Olivia in the release, “to provide a rich entertainment experience that is relevant and reflective of the lesbian community. For 35 years, Olivia has been delivering unique experiences for lesbians all over the world, which is a perfect complement to the world that Logo creates inside the home.”
Olivia will also provide sponsorship during future episodes of NewNowNext Music, Logo’s music video series, according to the release, a flash back to back to when the company started as a record label.
The company grew to $20 million in 2006, reported GayWired.com, with a growing member base of 300,000. Olivia sponsors top out athletes Sheryl Swoops and Rosie Jones and support a number of women’s and lesbian and gay organizations donating more than $450,000, according to the release.
In turn, Logo will be the featured content provider during several of Olivia’s travel and entertainment events, similar to a recent screening of Exes & Ohs, Logo’s lesbian dramadie, on an Olivia Cruise.
Lisa Sherman, senior vice president and general manager of Logo, pointed out, in the release, “that this is the largest lesbian focused marketing agreement the network has signed to date.”
“This partnership between the two leading brands for the lesbian consumer represents a landmark effort to reach what has too often been an underserved audience,” said Sherman in the release.
Logo was launched June 30, 2005 by MTV Networks with more than 1,000 hours of LGBT content and now has 28 million subscribers across the Untied States, according to the release.
What do you think girls? Does this deal sound sweet or what?