‘The L Word’ Star and Olivia Partnership Reaches a New and Broader Lesbian Community
SAN FRANCISCO -- Leisha Hailey, LGBT icon, cast member of Showtime’s “The L Word” and member of successful rock duo Uh Huh Her, strikes a new chord within the lesbian community as the new spokesperson for Olivia, the leading lesbian travel and entertainment company.
Hailey has signed a multi-faceted contract to be featured as the new face of Olivia in print advertisements, commercials and online media to begin this year. Olivia will also feature Hailey in some of its vacation and entertainment packages.
“Leisha is deservedly the out ‘it girl’ today and appeals to a broad spectrum of women, especially those in the lesbian community. It was important to us to work with an individual who reinforces Olivia’s entertainment value as well as being hip, fun and approachable,” said Olivia General Manager Lisa Henderson. “Leisha will appear both as a personality and musician on select Olivia trips. This relationship reinforces Olivia’s expanded image and reach in the community.”
As a lead cast member in the widely popular Showtime drama, Hailey became an icon for the diverse lesbian community. Olivia’s partnership with Hailey will reach a new generation of women throughout the country who have identified with the actress and musician. This new relationship introduces a younger audience to the most trusted travel and entertainment brand for lesbians, Olivia.
This announcement is made at a time when Olivia is furthering its efforts to broaden its traditional reach to include first-time Olivia travelers. The company signed a multi-year marketing deal with Logo-TV, including sponsorship of “The L Word” airings, and launched Olivia Flings™, a series of three- and four-night travel and entertainment packages. The Flings will kick off over Labor Day weekend in Seattle.
“I am excited to be part of the Olivia family and to have the opportunity to introduce Olivia to women who may not be familiar with the entertainment or travel aspect of Olivia” said Hailey. “I am thrilled at the opportunity to play a role in the expansion and growth of Olivia.”
Hailey and the “The L Word” cast will celebrate the show’s sixth and final season, premiering in early January 2009.