Trio in Comedy Festival pact with TBS


NEW YORK -- TBS said it is "laughing it up" with Diageo, Geico and Twix for a multiplatform promotional event featuring on-air and on-site sponsorships around this year's Comedy Festival in Las Vegas. In addition to on-site promotions designed for each brand, all three marketing partners will be featured in co-branded tune-ins leading up to each TBS prime time comedy special -- "Ellen's Really Big Show," "Blue Collar Comedy Tour," "The Next Generation," and "Frank Caliendo: All Over the Place." Each brand will also receive custom billboards with commercial adjacency within each prime time special, TBS said. To further drive home their sponsorships, Diageo, Geico and Twix will all feature their brands on-site at HBO and AEG Live's The Comedy Festival at Caesars Palace in Las Vegas, for which TBS serves as title sponsor. The festival takes place this Wednesday through Friday.