Blanche Agency Creates Dynamic Promotion With Pop Icon Lady Gaga & Fashion Retailer Vanity To Bring Fans Closer To "The Fame"

    LOS ANGELES, CA, May 18, 2009 /24-7PressRelease/ -- Blanche Agency has forged a relationship between Interscope Records' pop icon platinum recording artist Lady Gaga and fashion clothing retailer Vanity for a dynamic in-store and online Promotion. The multi-faceted promotion will bring Lady Gaga's top selling CD "The Fame" direct to a fashion-forward audience. The promotion will run from May 18 through June 30 targeting consumers in-store, online and via email and text messaging. For this campaign, a limited edition version of Lady Gaga's "The Fame," was created, which includes a bonus track, LOVEGAME (Jody den Broeder remix) to be sold exclusively at Vanity stores and online at www.eVanity.com. Customers who purchase this exclusive CD can also enter a special code online for daily prizes including Lady Gaga items & Vanity gift cards. In conjunction with direct music sales, Vanity will host a sweepstakes featuring a grand prize trip to see Lady Gaga live in concert plus a $500 Vanity shopping spree. Lady Gaga's outrageous style appeals to a wide audience of fans and this promotion is an ideal vehicle to reach them where they live.

"Fans are discovering music through alternative experiences," says Lynda Stenge, president of Blanche Agency. "Vanity understands their consumers and the importance of developing promotions that matter to them, this campaign furthers that direct relationship with their customers who in turn have another way to discover and consume music, and Lady Gaga gets to extend her reach to a broader audience."

Lady Gaga's music will be programmed in heavier rotation in all 200+ Vanity stores nationwide where you can enter to win, limited edition CDs of "The Fame" will also be available for purchase with signage throughout the store and bag stuffers pointing consumers to www.eVanity.com and to text "GAGA to 50203" to enter the sweepstakes. One grand prize winner will win a trip to see Lady Gaga live in concert with a meet and greet at the show, plus a $500 shopping spree at Vanity. Additional prizing includes iPod Shuffles, autographed Lady Gaga CDs and Vanity gift cards.

"We are really excited about this promotion with Lady Gaga, who is a platinum selling artist known for her style," says Jodi Tollefson, Director of Marketing, Vanity. "It's an ideal opportunity for us because our customers are extremely devoted to their music and style and this is the perfect combination of the two."

Vanity is committed to bringing their consumers exciting promotions and together with Blanche Agency, they've developed a promotion that perfectly furthers those initiatives and taps into an audience of fashion-driven music fans. In addition to the in-store signage, Vanity will promote the CD and sweepstakes online at www.eVanity.com and through their social network sites including MySpace, Facebook and Twitter. Email blasts and text messages will also be sent to their customer database. Lady Gaga will also cross-promote the sweepstakes via her website, www.ladygaga.com, social networking sites and an email blast to fans, driving them to enter the sweepstakes.

About Blanche Agency:
Blanche is a Los Angeles-based, full-service, marketing agency specializing in campaigns, promotions, partnerships and marketing solutions for brands and retailers with the music and entertainment industries... Founded by Lynda Stenge in 2008, the company creates fresh, unique opportunities and develops relevant, fun and strategic promotions to drive sales and connect with an otherwise hard-to-reach audience -- engaging them with dynamic, experiential marketing tied to the music and other entertainment they love. For more information visit: www.blancheagency.com

About Vanity:
With 200 stores nationwide and growing, Vanity's core mission is to provide customers with an attractive and relevant shopping environment assisted by friendly and knowledgeable consultants. Headquartered in Fargo, North Dakota, Vanity offers affordable Jr. lifestyle apparel and accessories to fashion conscious female teens and young adults.

About UMG:
Universal Music Group is the world's largest music company with wholly owned record operations or licensees in 77 countries. Its businesses also include Universal Music Publishing Group, one of the industry's largest global music publishing operations. Universal Music Group consists of record labels Decca Label Group, Deutsche Grammophon, Interscope Geffen A&M Records, Geffen Records, Island Def Jam Music Group, Lost Highway Records, Machete Music, MCA Nashville, Mercury Nashville, Mercury Records, Philips, Polydor Records, Universal Music Latino, Universal Motown Records Group, Universal Records South and Verve Music Group, as well as a multitude of record labels owned or distributed by its record company subsidiaries around the world. The Universal Music Group owns the most extensive catalog of music in the industry, which is marketed through two distinct divisions, Universal Music Enterprises (in the U.S.) and Universal Strategic Marketing (outside the U.S.). Universal Music Group also includes eLabs, a new media and technologies division, and Universal Music Mobile. Universal Music Group is a unit of Vivendi, a global media and communications company.

For more information regarding this promotion with Lady Gaga and Vanity Retail Stores please visit www.eVanity.com. For all media inquiries please contact Lynda Stenge at 323.931.1555 or [email protected].

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