Emap Secures Yates For Sexy Zoo Weekly Campaign
Emap Advertising has secured the Yates bar chain to create a special ‘Girl of the Week’ promotional campaign in the recently launched men’s lifestyle magazine Zoo Weekly.
The bespoke campaign will see members of the Zoo team visit a number of Yates’s bars across the country in search of ‘undiscovered local talent’ that reflects the bar chain’s fun, fashionable and flirty brand values.
A series of full-page images of the winners accompanied by ‘saucy’ interviews will feature in Zoo Weekly, showcasing the most gorgeous girls from across the country. The campaign will also tie into Euro 2004 activity.
Rhiannon Cox, senior creative solutions executive at Emap, said: “We are delighted to be working with Yates on such a sexy real campaign. Zoo was able to offer Yates the perfect platform to communicate with young men, and we are confident the creative will be a big hit with our readers.”
Yates’s group marketing director, Ian Webb, added: “We wanted to drive brand awareness amongst our target audience and promote Yates’s as a great place to drink. The much talked about Zoo Weekly magazine was the perfect brand fit and this creative solutions deal offers an unrivalled opportunity to reach our target audience.”
Emap launched Zoo Weekly earlier this year with the backing of an extensive £8 million advertising campaign targeting its core readership of males aged between 16 and 30. However, IPC was quick to steal its rival’s thunder with the launch of its own weekly men’s magazine, Nuts, just weeks before (see Advertisers Get On Board As IPC Unleashes Nuts).
Back in March Emap announced that Zoo Weekly was performing well as it revealed that full-year revenues look set to rise by 9% with underlying group revenues expected to increase by 3% as the advertising market picks up (see Emap Revenues Rise 9% As Advertising Improves).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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