Carlsberg Chooses Emap For First Magazine Ads
Beer manufacturer Carlsberg will be running their first ever magazine promotion through the August issues of Emap’s men’s magazine portfolio, with a five month campaign positioning Carlsberg Export Extra Cold as a stylish premium Danish export.
The deal, brokered by ZenithOptimedia, will run across titles including Arena, FHM, Q, Empire and Mojo, with the creative for the campaign inspired by Carlsberg’s native country Denmark.
The exclusive creative content will link with various quirky aspects unique to the country in areas of music, film, fashion and design heritage and used in advertorials and die cut bound inserts within the magazines.
Commenting on the promotion, Graeme Tottle, commercial director for Arena at Emap Advertising said: “We are confident that our “First for Men” club deal provides the perfect platform to deliver and support Carlsberg’s Export Extra Cold messages of being a stylish, premium and sought after brand through the combined power of our men’s titles which between them speak to around 5 million men every month.”
Nik Vyas, press director at ZenithOptimedia added: “Having persuaded Carlsberg to use magazines for the first time we worked closely with Emap to ensure we utilised the medium to the full effect. The quality of their portfolio of titles and their energy in coming up with a solution that perfectly matched Carlsberg’s needs led us to concentrate a significant proportion of out investment with them.”
The campaign in Emap’s “First for Men” club accounts for 60% of Carlsberg’s overall budget for the project, enabling Carlsberg to strike up a dialogue with young, fashionable and opinion forming readers.”
Last month, Emap Advertising secured a six-month deal with online holiday firm lastminute.com to sponsor its digital radio portfolio on the Freeview platform (see Emap Signs Lastminute For Freeview Radio Sponsorship).
The campaign will see Heat, The Hits, Smash Hits, Kiss, Magic, Q, Mojo and Kerrang showcasing a range of lastminute holiday and lifestyle offers on screen, while playing the stations through listeners’ televisions.
Emap recently announced the continued strong performance in its UK consumer magazine division, Adman Broadbent, chairman of Emap said: “Consumer magazine circulation in the UK continues to show good growth with particularly strong performances from the group’s portfolio of weekly titles. The launch of Grazia remains firmly on track” (see Emap Expects To Reach Targets).
Emap: 01733 568 900 www.emap.co.uk