IFC Drives 'Portlandia' With Zipcar, Aloft

Portlandia

IFC is big on corporate alliances -- the latest with Aloft and Zipcar to pitch its new six-episode offbeat comedy "Portlandia," which premieres today.

To pitch the show's unique regional edge, IFC and Aloft Hotels have partnered on a national sweepstakes, "Portlandia State of Mind," and a customized Aloft Hotel package: "I © Portlandia."

Customers can enter until Feb. 18 at the IFC Web site or Aloft's site on Facebook, which includes scenes from "Portlandia." The winner gets a trip for two to the city, airfare and a two-night stay at the Aloft hotel in Portland, Oregon. 50 first-place winners receive a "Portlandia"-themed gift bag.

Brian McGuinness, senior vice president of specialty select brands for Starwood, called the partnership a natural fit, "since our Gen Y audiences share similar sensibilities."

In addition, Zipcar, the hipster rental-car service, created the "Surprise & Delight" promotional package with the network. Drivers who book a car at Zipcar locations throughout New York City and Portland will get a show gift bag. Plus, Zipcar is hosting "Portlandia" screening parties in both cities for Zipcar members.

As part of its social-networking efforts, Zipcar is asking members to film their best "Ziptrip" and post it on the company's Facebook page to win $500 in car credits and an IFC prize pack.

"Portlandia" stars Fred Armisen of "Saturday Night Live" and Carrie Brownstein, the vocalist/guitarist of Sleater-Kinney. But it's pushing its cool cred with guest stars, such as Selma Blair of "Legally Blonde," Heather Graham of "The Hangover" and Aubrey Plaza of "Parks and Recreation."

"Aloft and Zipcar have a similar customer-base and brand sensibility as IFC, making this an ideal marketing opportunity for each company," stated Kent Rees, IFC's senior vice president of marketing.

IFC is part of Rainbow Media, a subsidiary of Cablevision.

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