BBC Signs Atrixo As Partner For Gardens Guide
The BBC has signed handcare manufacturer Atrixo as the exclusive sponsor of its Gardeners’ World Gardens To Visit Guide to go on sale with the June edition of Gardeners’ World Magazine.
The promotion will see Atrixo receive coverage through a double page advertorial inside the guide and two cover advertisements. Branded promotional packaging of the magazine will also feature Atrixo, as will point of sale promotion. The deal will also offer readers a loyalty card allowing them two for one entry at the gardens featured in the guide.
Commenting on the deal Natalie Ringe, marketing manager at BBC Magazines said: “This is a unique partnership and is exactly the kind of opportunity we will continue to look for in the future. Partnerships like this with Atrixo offer a great way for major brands to penetrate our marketplace. Our readers have a broad range of interests outside of gardening.”
Jo Whitmore, assistant brand manager at Atrixo added: “Atrixo is positioned as hard working hand cream rather that a cosmetic product and for this reason we try to look for new innovative ways to reinforce the brand proposition.”
The deal was brokered by BBC Magazines and follows a similar promotion with the magazine earlier in the year. Atrixo has also been busy building its profile with TV audiences, last month saw the brand sponsor ITV’s daytime series Building The Dream using the hand cream’s slogan of “Hand care for hands-on people” (see ITV Secures Hands On Sponsor For New Series).
BBC: 020 8743 8000 www.bbc.co.uk
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