Emap Sneaks Phone Booths Into New National Ad Campaign

Emap is launching a national TV and radio advertising campaign to promote its weekly teen gossip magazine, Sneak.

The month-long campaign, designed by Mother, begins later this week with targeted spots across digital and terrestrial TV channels. On air activity will run across Kiss, Big City, The Smash Hits Chart and Emap’s range of digital radio services.

The promotion will also see a range of bright pink Sneak phone booths appear in shopping malls across the country. The booths, fitted with hidden cameras, will invite readers to catch up on the latest celebrity gossip from Sneak, in return for sharing their own gossip.

Commenting on the initiative, Fiona Lyon, Sneak‘s product manager, said: “Our readers love the fact that Sneak provides celebrity gossip and pics every week that are naughty daring and funny. This campaign is really exciting as it reflects the uniqueness of Sneak in being the cheekiest magazine with the juiciest gossip.”

The initial activity will be supported by a retail marketing initiative that will see key high street and independent stores receive a range of Sneak branded products.

The latest ABC data for the six months to December 2002 saw Sneak, which launched last April as a teen spin-off to the hugely successful Heat, report an initial circulation figure of 86,535 (see ABC Jul-Dec 2002: New Launches Shake-Up Teen Market). All eyes will be on the notoriously fickle teenage sector next month when the ABC results for the first half of 2003 reveal if the title has closed the gap sector leaders, Sugar and Bliss.

Emap: 01733 568 900 www.emap.co.uk

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