Emap Secures Unilever For Cross-Media Campaign
Emap Advertising and Initiative Media have secured a £500,000 cross-media deal with FMCG giant Unilever to promote the rebranding of its range of Impulse body fragrance products.
The deal will span Emap’s range of magazine, television, radio and online properties and will culminate in a live event at the same venue featured in the BBC’s Fame Academy reality-TV series.
Cross-media activity offering consumers special VIP packages to attend the live event will run across Heat, New Woman and More, as well as across the Kiss and Big City radio, television and online brands.
The relaunch of the Impulse brand will see a new strapline ‘Love Every Bit’ replace its famous ‘Men Can’t Help Acting On Impluse’ slogan, which has featured in advertising campaigns for years.
The ‘Love Every Bit’ academy event will take place on 20 August and will offer consumers the chance to get advice from celebrity experts, the Impluse Angels, including Fame Academy vocal coach Carrie Grant and Atomic Kitten’s make-up artist Cassi Lomas. There will also be a performance from Jamelia.
Commenting on the deal, Nicola Pearson, Impulse brand manager, said: “Emapšs cross-media campaign delivers a creative approach to the re-launch of the Impulse brand by making it aspirational and appealing to a wider audience.”
Last month Unilever, one of the world’s biggest advertisers, secured a landmark £1 million cross-platform deal with Scottish Media Group to advertise a range of products across SMG’s television, radio, cinema outdoor and online properties (see SMG Secures Major Cross-Platform Deal With Unilever).
It also recently signed an extensive deal with Emap’s arch-rival, IPC, to promote the relaunch of its Lux bath and shower range across its consumer magazine titles. The deal was the first to be clinched after IPC Media’s parent group signed a the three-year multi-million dollar deal to market Unilever’s range of consumer brands in the US and Europe (see IPC Forms Cross-Media Partnership With Lever Fabergé).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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