• Mediaweek, Wednesday, March 25, 2009 10 AM

Marking the first time Showtime has used a major retailer to promote one of its shows, Macy's is offering displays touting "The Tudors", a Showtime show based on Henry VIII. This week, six Macy's flagships, including its New York City's Herald Square store, will exhibit table settings and window scenes that conjure up the opulence of the Tudor king's reign.

Gourmet magazine orchestrated the multiplatform deal for Showtime. The campaign includes a four-page gatefold in the April issue, with photos of an elegant table overflowing with platters of food. At a companion microsite, visitors who feel inclined to recreate the feast can look up recipes and click to buy the tableware from Macy's.

Rounding out the effort is a party Gourmet is throwing on March 30 at the New York offices of its publisher Condé Nast. Tudor-styled tables and costumes will be at the center of the event.

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