Partnership:

Project Runway All Stars and Southwest Airlines

Description:
Lifetime partnered with Southwest Airlines for a promotion on PROJECT RUNWAY ALL STARS. The on-air promotion challenged Season 7 contestants to create fashion items from recycled onboard and travel items, ultimately inspiring a line of leather goods to be sold by non-profit partner, Rethreaded.

For the fan-favorite Unconventional Materials episode, which aired last night, Southwest provided items commonly used in air travel, including coffee cups, peanut packets, seat belts, and aircraft seat leather. These items were specifically chosen to showcase how everyday items can be creatively repurposed into something new.

The PROJECT RUNWAY ALL STARS designers were tasked with creating a look for modern day air travel from provided materials, and crafting a leather accessory out of the upcycled Southwest aircraft seat covers, in less than 24 hours. Southwest congratulated challenge winner, Irina Shabayeva, as judges selected her design using airplane coffee cups and an aircraft seat leather clutch as their favorite.

The partnership also consisted of The Southwest Project Runway All Stars Get Rethreaded Sweepstakes. Southwest gave fans the opportunity to enter for a chance to win round trip air travel for two to fly to any Southwest destination, along with a line of Project Runway All Stars-inspired travel accessories.

Partnership Opportunity:
Project Runway All Stars/Television
Partner/Category:
Southwest Airlines /Travel
Timing:
January 1st Quarter 2019
Target:
Male
Female
Teens
Adults
Promotional Elements:
Licensed Product
Branded Content
Premiums / Giveaways
Contest / Sweepstakes
Media Elements:
Mobile
Online
TV Spot
Created On:
2020-11-30
Last Modified on:
2019-02-05
Companies Involved
Tuck

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