Times Partners Volkswagen For Cross Media Promotion
The Times has signed an exclusive partnership with car manufacturer Volkswagen to celebrate 30 years of its Golf car via print and online promotions.
The partnership will see the car being promoted through a custom-built microsite housed on Times Online for three months, as well as receiving coverage in the newspaper’s print edition. A specially-dedicated channel on The Month, the CD-Rom section of The Sunday Times, on 25 July will also carry the promotion.
The promotion will offer 5,000 readers free tickets to a special Robert De Niro film season, as part of the Volkswagen Golf/Picture House Cinemas Film Icon Series, and will include rare interviews with De Niro covering his back catalogue of iconic films.
Commenting on the deal Mike Gordon, commercial director of Times Newspapers Limited, said: “We are delighted to be working with Volkswagen to celebrate 30 years of the Golf car. It is such an innovative campaign and one that makes full use of the wide range of media options available within TNL, combining effectively with The Times and The Sunday Times extensive coverage of film.”
Catherine Woolfe of Volkswagen added: “With the launch of the new Golf we were determined to work with strong respected brands who could provide an enterprising through the line solution. Times Newspapers Ltd gave us an integrated communication channel worthy of a product with thirty years heritage.”
The Times recently launched a major trade campaign in an effort to boost advertising revenue and capitalise on its nation-wide tabloid rollout. The campaign featured in key trade titles with the strap line “Choosing which newspaper to advertise in is now as easy as ABC” (see Times Launches Trade Campaign Following ABC Results).
The Times: 020 7782 5000 www.timesonline.co.uk
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