ABC is looking to build awareness for a new drama set in Long Island's exclusive Hamptons region by reaching out to vacationers in the Hamptons. While the promotion for "Revenge" targets upscale viewers, it is targeting a select mode of transport: the Jitney.
On Labor Day weekend, the network is handing out a script of the first episode -- plugged as a "thrilling beach read" -- and a show-branded beach towel to riders of the Jitney bus, which goes from Manhattan to the Long Island area.
Since show-business types frequent the Hamptons, this could be an example of ABC engaging in a campaign focused on a secondary target: producers and other top show staffers. It is a way to convince them the network is working hard to give their creation a lift.
The show debuts Sept. 21 at 10 p.m. starring Emily Van Camp as someone who appears new to the Hamptons, but actually once lived theri -- until something ruined her family's reputation. Emily is now "returned to right some of those wrongs in the best way she knows how -- with a vengeance."