Emap To Create Bespoke Magazine For Film Promotion
Emap Advertising has secured a deal to promote Buena Vista International’s latest film release, Ella Enchanted, with a three month cross-media campaign.
The six-figure campaign, brokered by Carat, will centre around the creation of a bespoke magazine, Enchanted Teen, to be given away free with more than 200,000 copies of flagship pop gossip and music fortnightly Smash Hits.
Enchanted Teen takes the form of an eight-page title featuring interviews with Ella Enchanted stars, Anne Hathaway and Hugh Dancy, as well as fashion, quizzes and competitions. The title will be given away with Smash Hits on 26 November ahead of the film’s release next month.
Emap will also host a star studded event, dubbed Ella’s Enchanted Evening, giving 250 competition winners the chance to meet celebrities, film stars and Kiss DJs. A programme of exclusive film screenings and a branded shopping mall tour will be supported promotional activity across Emap’s portfolio of teen magazines, websites and digital television channels.
Commenting on the deal, Denise Parkinson, Emap Advertising’s head of film, said: “This campaign draws on a strong seasonal thread with bespoke elements including a stand-alone Enchanted Teen Magazine and a celebrity event designed to create real excitement around the cinematic release of Ella Enchanted this Christmas.”
Lee Jury, marketing director at Buena Vista International, added: “Emap has once again created an original bespoke creative solution tailor made for Ella Enchanted. Working with Emap’s youth platforms ensures the film’s campaign is totally focused on its target audience with no wastage.”Earlier this week Emap Advertising and MindShare brokered a deal that will see approximately 100,000 copies of January’s FHM magazine literally vibrate off the shelves as part of an innovative deal to promote Gillette’s new M3 micro-pulsating razor (see FHM Creates Buzz For Gillette Promotion).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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