Department For Transport In Closer Sponsorship Deal

The Department for Transport is partnering with Bauer Media’s Closer magazine to support its THINK! Road Safety Campaign, in a new sponsorship conceived and negotiated by Carat Sponsorship.

The deal promotes road, cycle, pedestrian and car safety through a series of four advertorials in Closer. A loose insert game and poster promoting the campaign will also be carried in a media first for the title.

The deal was planned and negotiated by Phillipa Williams of Carat Sponsorship.

The loose insert creative incorporates both a game and a poster for young mothers and children aged 4-11 years old. The classic version of Snakes and Ladders has been altered to include driving, walking, and cycling rights and wrongs.

Adrian Serle, sales director, Bauer Media, said: “This campaign is media first for Closer. The activity demonstrates a unique concept of tying in fun and games with a government initiative to make it engaging for consumers.

“Closer provides the perfect platform in terms of targeting adults with children. It’s great to be a part of such a worthwhile campaign. I really hope the campaign brings this issue to the forefront of the British public consumer.”

Bauer Media: www.bauer.co.uk