• by Wayne Friedman , June 1, 2010

Looking to boost its female-driven drama in the important summer cable viewing period, TNT has launched a summer-long promotion with Curves, the women's health club chain.

TNT's "Strong Woman Challenge" will call on its women viewers to identify with characters on TNT's existing and new dramas: "The Closer," "HawthoRNe," "Saving Grace" and the new "Rizzoli & Isles."

Part of the promotion is to push women to work out three times a week for six weeks at their clubs. As part of the marketing effort, Curves will open its doors to non-members, offering free workouts on "Try Us Tuesdays," beginning June 1.

The companies did not reveal whether Curves would be placing a media buy on TNT as part of the promotion. However, TNT and Curves said the effort will be promoted with extensive posters, point-of-purchase displays, window clings and towels, and marketing on mycurves.com, curves.com, tnt.tv and through e-mail newsletters.

In addition, Curves locations will offer a sneak preview of its new drama "Rizzoli & Isles," which stars Angie Harmon and Sasha Alexander.

At those screenings, Curves will encourage women to sign up for a workout team based on the women portrayed in TNT's drama series: Team Power, inspired by Brenda Leigh Johnson (played by Kyra Sedgwick) in "The Closer"; Team Driven, inspired by Christina Hawthorne (played by Jada Pinkett Smith) in HawthoRNe; Team Courage, inspired by Jane Rizzoli and Maura Isles (played by Angie Harmon and Sasha Alexander) in "Rizzoli & Isles;" Team Adrenaline, inspired by Grace Hanadarko (played by Holly Hunter) in "Saving Grace."