Bravo Expands Brand Beyond TV, Launching "Top Chef Cruise"

Broadcasting & Cable:

Bravo Media is striking new partnerships to sell everything from cruises to cookbooks tied to its shows, in an effort to take its brand name beyond television.

The deals, which include a Top Chef cruise, calendar and cooking class, and an exercise DVD linked to the show Workout, come nearly a year after Bravo changed its name to include "Media," saying it was responding to its fan base's desire for more touch points with the brand. The deals are aimed at both creating new revenue streams and driving brand loyalty.

"Our goal with this is to really go beyond the network with our show brands and affinity groups," says Frances Berwick, executive VP and general manager of Bravo Media. "Viewers are often fanatical about our shows, and many of these things are tactile versions of who the viewers are and ways to extend their experience. We're all about being more Bravo in more places more often, and this all speaks to that."

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