Solstice hitting the airwaves again
The Biz: Pontiac Hot For Maxim 100; Kodak's Disneyland Exposure
May 09, 2005
PONTIAC, Garnier, Captain Morgan, Diet Sprite Zero and Tag Heuer will sponsor Maxim's sixth annual Hot 100, which is busting out as a two-week event dedicated to up-and-coming female entertainers.
This year, Maxim will hold a Hot 100 party in Los Angeles on May 12, and also on the May 9 episode of NBC's Las Vegas, which will stage the gala at its fictitious Montecito Hotel. A VH1 special will reveal the list on May 22.
"This was conceived when Maxim was in its infancy to help get sampling," said Andy Clerkson, editorial director of Dennis Publishing. "It's become quite an entity, and has even been used as a casting bible."
Pontiac is sponsoring the entire program, from creating dedicated ads for the special issue to shooting commercials for the VH1 show. The brand will debut the Solstice two-seater convertible at the party, and in a Web contest, give one away to the person with the best pickup line. Rachel Perry, host of the VH1 special, will announce the winner on June 21 in Times Square. Garnier will promote men's styling lines and run a pre-bash salon with Fred Segal Beauty in L.A. Captain Morgan will hype upscale rum brand Tattoo.