Desperate Housewives Paints the Town

Desperate Housewives, ABC's hit television series which returns this fall, has made their come-back known to the residents of New York and Los Angeles through the use of a spanking new advertising campaign. The show aimed to remind people of its fouth season, which will premiere on Sunday, September 30.

Parking spots seemingly designated for Desperate Housewives were seen by shoppers at Granary Square in Valencia, Santa Clarita, California. They were even more intrigued at whether cast members of the highly-watched show might be on hand. Nonetheless, the people checked out the delineating markers which were covered with tapes that read "Parking for Desperate Housewives. They're back Sunday 9pm."

A positive reaction was garnered by this successful campaign as homemaker and shopper Kathleen Sharp even called it "creative" and "eye-catching."

These markers were spread across a dozen parking lots from Valencia to Oceanside. This was a product of a New York advertising agency hired by ABC to come up with a new and innovative marketing campaign for the return of the show. The parking stripe concept itself, however, comes from the Parking Stripe Advertising Company based in Colorado.

The Desperate Housewives parking stripes, which can also be found in various spots in the Big Apple, are among Parking Stripe Advertising's first projects in the Southern California area.

Aside from Granary Square, the Desperate Housewives parking stripes were also found at Fallbrook Mall in West Hills, the Westfield Promenade in Woodland Hills and the Westside Pavilion.

Debbie Wideroe, professor of communications at Pepperdine University said that this campaign was "brilliant," adding that "It's clever because you have to cut through the clutter and a parking stripe is a clean slate. It's capturing your attention in an innovative way. I think it's really aligned with the target audience."

"The parking lot's the last domain; there's not much to compete with parking lot stripes," Becky Osborne, president of Parking Stripe Advertising said. "When you step out of your car, you're going to look down. We felt it was a really great way to reach people. They're not expecting it and they're going to have to look."

Michael Benson, executive vice president of marketing at ABC Entertainment, knows that these non-traditional advertising ventures are risky and tricky, but admits that they are still open to various ways to reach their customers.

"We're always looking for different ways to reach our consumers and this is an appropriate way to reach this audience," Benson admitted.

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