Emap Signs Cross-Promotional Deal With Buena Vista
Emap Advertising has announced a wide-ranging cross-promotional deal with Buena Vista International to support the release of Disney’s latest film, Princess Diaries 2.
The highly interactive campaign will run across Emap’s teen portfolio and multiple platforms including magazines, television, radio, on-line and text message marketing. In a first for Emap Advertising, the deal will include cross-promotional activity between the two parties, with BVI referencing Emap’s Bliss magazine on media supporting the launch of the film.
The £500,000 campaign was brokered by Carat and begins on 1 October with activity focusing on a jointly developed Princess Diaries Big Bash event, ticket give-aways and holiday promotions. The campaign will begin in the November issue of Bliss, with a Princess Diaries branded cover-mount and a free ticket offer for readers to attend exclusive Bliss preview screenings of the film. BVI will promote the magazine’s November issue with advertising supporting the film’s release.
Commenting on the promotion Lee Jury, marketing director at Buena Vista International, said: “Emap Advertising’s portfolio of media platforms offers a unique solution to targeting kids and teens in a relevant and interesting way. Their understanding of this audience coupled with the interactivity provided by the individual stations and magazines is unprecedented. Working across media in this way has enabled us to ‘event market’ the film in a tactile yet unobtrusive manner.”
Paul Thompson, associate director at Carat, added: “Emap really managed to pool together their resources for us to get to the heart of the task on Princess Diaries 2, namely you need to do a lot of different and interesting things to really engage the teenage audience.”
In addition to coverage in Bliss magazine, the campaign will offer the chance to attend the Princess Diaries Big Bash, an exclusive celebrity gala and preview screening of the film via Emap’s Bliss, Sneak and Smash Hits websites. Coverage will also be given across Emap TV, SMS and radio including Kiss, Magic, Big City, Kiss TV and The Box.
Earlier this month saw Emap run into trouble with the Advertising Standards Association over the validity of claims featured on the cover of Bliss. The claims, sparked by a complaint from Natmags, centred around three issues of the title, each offering various free gifts for readers valued at a certain price. Natmags questioned whether Emap’s claimed value of the free gifts could be proven as they believed the free items were not available for sale (see Emap Under Fire From Natmags Over Teen Covermounts).
Emap: 01733 568 900 www.emap.co.uk
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