News International Partners Powerade For Olympics

News International, owners of The Times, Sunday Times and The Sun, has announced a partnership with Powerade to promote the drink’s close association with this year’s Olympic games.

The deal spans News International’s portfolio of newspapers and will see the Coca Cola-owned brand promoted across all news, features and supplements in the newspapers as well as through advertising, promotions and advertorials.

The deal marks the first cross-title partnership struck by News International. It is also the first time Coca Cola has utilised print, rather than television, to drive a major campaign for any of its brands.

As well as driving awareness of Powerade’s status as official sports drink of the games, the deal will publicise the brand’s first major on-pack promotion, offering readers the chance to win tickets to the Olympic Games to cheer on the British team.

Commenting on the deal Mike Gordon, commercial director at Times Newspapers Ltd, said: “This is a brilliant example of how NI Development is working across all platforms to find creative solutions for our clients. The fact that Powerade has chosen TNL to launch its first ever major print promotion speaks volumes.”

Today also saw Times Newspapers Limited announce a cross-media partnership with car manufacturer Volkswagen to celebrate 30 years of its Golf car. The deal spans print promotions in The Times and online promotions through Times Online and a dedicated microsite (see Times Partners Volkswagen For Cross Media Promotion).

News International: www.newsint.co.uk

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