MTV Secures Sponsors For Summer Music Extravaganza
MTV Europe has secured Mini and Speedo as the official sponsors of its forthcoming Isle of MTV 2004 summer music experience and subsequent European club tour, which take place this summer.
The fully integrated event will offer the two joint partners a range of multi-platform marketing opportunities including on-air billboards across five 30-minute Isle of MTV build-up shows and the 60-minute main event programme.
There will also be promotional and competition spots airing across MTV Europe’s 119 million homes from May to August, a range of online opportunities, inclusion in Isle of MTV pan-European marketing campaigns and integration at all the on-the-ground events throughout the tour.
MTV comprises an 11-date club tour set to take place across Europe from June to July. The main event, which takes place on the Costa Brava, Spain, will take the shape of a beachfront open-air music festival. Performers and DJs include The Black Eyed Peas, Afrika Bambaataa, Ali B, Josh Wink and the Scratch Perverts.
This is the first year that Speedo has sponsored the event in a move designed to promote its range of fashion-led beachwear to the European lifestyle market. Mini has been associated with Isle of MTV for the last two years.
Commenting on deals, Dave Sibley, senior vice president of international marketing partnerships, said: “This is the third annual Isle of MTV tour and with Mini and Speedo on board as official sponsors it promises to be the biggest yet. The Isle of MTV package provides the perfect marketing platform for each sponsor, offering Mini and Speedo a truly integrated, unique and powerful opportunity to reach an unprecedented audience across Europe.”
The 11-date pan-European Isle of MTV 2004 tour begins on 4 June in Warsaw and travels on to Copenhagen, Liverpool, Rovinj in Croatia and Naples, giving Europe’s clubbers a taste of what to expect at the main event on the Costa Brava.
Last month MTV announced its intention to bring real music to customers’ mobiles with a one year partnership with mobile phone giant Motorola and music specialist Gulp Music. The deal will enable the broadcaster to sell the pieces of music performed by real pop stars, dubbed ‘mastertones’, through its websites (see MTV Mobile Deal Is Music To The Ears Of Consumers).
MTV: 020 7478 6000 www.mtv.co.uk
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