Emap Bootlegs Smash Hits For Clarks
Emap’s Smash Hits magazine has secured a cross-promotional deal with Clarks Bootleg shoes to distribute 500,000 specially designed versions of the magazine in shoe shops across the country.
Emap, which was selected a media partner for the promotion following a competitive pitch against undisclosed partners, has created the Smash Hits/Bootleg magazines to raise awareness of the Clarks’ brand amongst 8-11 year-olds.
The fully branded magazines, which will be available in-store throughout August and September, feature an exclusive interview with pop band 3SL, as well as a free 3SL poster and a competition to win a date with the band.
Commenting on the deal, Gillian Kennedy, Emap’s business director of youth, said: “By including the 3SL competition for the kids to enter, we added another level of interactivity and longevity as well as creating a more exciting package for the target audience. By including promotional activity within Smash Hits magazine we were able to use this as a platform to launch the magazine to the clients key audience.”
Caroline Sheard, media account manager at Universal McCann Manchester, which negotiated the deal, added: “The entertainment device in the form of a bespoke mini magazine has become an imperative tool for Clarks during the back to school period.”
ABC results for the six months ending June 2002 will be released next week. However, ABC data for the second half of 2001 shows that Smash Hits has seen circulation decline by 9.1% year on year to 200,212, down from 221,622 in the same period the previous year.
Emap’s Elle magazine recently announced a joint advertising deal with car manufacturer Ford, which will include the production of 2,000 Elle branded Ford Focus (see Elle Lands Joint Deal With Ford).
Emap: 01733 568 900 www.emap.co.uk
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