RSVP Alliance Secures Strongbow For Festival Promotion
RSVP, the recently formed marketing alliance between Capital Radio, Viacom Brand Solutions and IPC, has secured a wide-ranging deal to promote Strongbow cider alongside major music festivals with NME and MTV.
The deal will see the creation of a special strongbowrooms.com website, which will carry NME and MTV-branded news reports from all of the UK’s major festivals, along with games, galleries and features on festival happenings.
A series of advertorials will also be carried in NME magazine to provide further information on the Strongbow Rooms event. The music paper will also publish a 52-page festival guide in association with the drinks brand later on this month.
The on-air activity will see MTV promote the Strongbow brand with an extensive range of programming activity across MTV Dance, MTV2 and VH2. Advertising will also run across all MTV, VH1 and TMF channels.
Commenting on the deal, Rachel McFadyen, business development manager at IPC ignite!, said: “This is a great example of how we were able team up to offer an advertiser more choice and a perfect solution that delivers credibility, excitement and serious coverage of a music-mad youth audience.”
RSVP was formed earlier this year to increase advertiser take-up of cross-media campaigns by pooling the planning, creative ideas and media delivery capabilities of the media owners involved. Capital Radio, Viacom Brand Solutions and IPC claim their cross-media solutions could dwarf those already being sold to advertising agencies by rival Emap (see Media Owners Team Up For Cross-Platform Deal).
Last month saw the first deal signed by the RSVP alliance, securing a massive cross-media campaign with Target NMI to promote its film, The Butterfly Effect (see RSVP Alliance Secures First Cross-Media Deal).
IPC Media: 0870 4445000 www.ipc.co.uk MTV: 020 7478 6000 www.mtv.co.uk Viacom: 020 7478 5240 www.viacom.co.uk
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