BBC Magazines Gets Creative With Persil

BBC Magazines has secured a major advertising deal with Persil to promote its ‘Get Creative’ coupon-collect scheme for schools.

The deal, which was secured through the recently formed Key Customer Group (see BBC Magazines Announces Centralised Ad Team), will see Persil advertorials and supplements appear in eight BBC titles including Radio Times, BBC Good Homes, Toxbox and Tweenies.

The initial campaign will be supported by Persil sponsorship of the ‘Tweenies Live’ Christmas tour, a competition through Blue Peter magazine and an online element at radiotimes.com.

Commenting on the deal, Matt Teeman, ad director of for the Key Customer Group, said: “This is the first time we have been able to facilitate and co-ordinate this type of activity, not just across BBC Magazines but across the whole of BBC Worldwide.”

The ‘Get Creative’ campaign, which was managed by Initiative Media, is aimed at mothers with children aged between 2 and 10. It will tie-in with on-pack promotions on Persil products and will see £7 million worth of arts and craft materials donated to pre-schools and primary schools over the next two years.

Earlier this month, BBC Magazines, which recently restructured its ad sales operation (see BBC Magazines Restructures Ad Sales Operation), secured a six-figure advertising deal with Suzuki, which includes advertorials in Radio Times, Eve, Good Homes, Gardener’s World and Good Food magazine (see BBC Magazines Secures Six Figure Deal With Suzuki).

BBC Worldwide: 0208 433 2000 www.beeb.co.uk

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