MTV has announced the signing of a pan-European advertising and marketing deal with Heineken. The two have also linked up with UK club brand The Ministry of Sound to develop Heineken’s biggest ever pan-European through-the-line campaign. The deal encompasses on-air programme sponsorship and promotional spots, on-the-ground events, exclusive tour merchandise, point-of-sale materials and local marketing support.
As part of the deal, Heineken will become the sponsor of MTV’s dance programme Club MTV as well as sponsoring live “club” events organised by The Ministry of Sound. Heineken will support the sponsorship with a comprehensive spot advertising campaign, due to run on MTV Europe until the end of the year.
Louise Angus, vice president of advertising sales, said: “MTV is much more than just an advertising medium, and advertisers have begun to tap into MTV’s expertise in integrated marketing, as well as our unequalled knowledge of European young adults…MTV now leads Europe in offering the most comprehensive integrated marketing package of any advertising medium.”
MTV Europe: 0171 284 7519
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