The "Under the Tents" series goes inside the fashion showcase that takes place twice a year in Manhattan, in February and September.
GM's Saturn will join Maybelline in sponsoring the show. (Maybelline also was a sponsor a year ago.)
In keeping with marketers' hunger for 360-degree attachments to programming brands, both marketers will employ on-air spots, brand integration and an online presence to target women on the female-oriented outlet in the first quarter.
Saturn will plug models such as the Sky roadster, Aura and Outlook, partly through integration into a "Profile of an Emerging Designer" segment focusing on a fledgling fashion creator. The online initiative includes banner ads and logo placement on WE.tv. On-air gives the brand a place in tune-in spots and billboards.
Rainbow Media Holdings, which operates WE, has consistently given advertisers a presence in tune-in spots. Marketers may feel that in a DVR-heavy world, viewers are less likely to fast-forward through content providing information about upcoming shows.
Maybelline, heavily linked with "Dirty Dancing," will run vignettes with beauty tips at WE.tv.