Diary: Ice To Eskimos - Calendar idea goes down a treat with boyband agent

Claire Landels, senior sales executive at Sugar, helped a boyband climb the ladder to fame and earned some dosh for her magazine in the process.

Claire Landels, senior sales executive at Sugar, helped a boyband

climb the ladder to fame and earned some dosh for her magazine in the

process.



’We had built a good relationship with Global Talent, the agent for

boyband Northern Line, and the band had received a screaming welcome at

the Sugar Model Competition. The agent wanted a promotion that achieved

standout while generating data on teenage fans. We hit on the idea of a

branded pullout calendar using editorial photos. This would keep

Northern Line fresh in our readers’ minds throughout the year.



’The calendar contained a competition giving the winner and four friends

a chance to go on a date with the band. This achieved the client’s data

capture targets. The client was delighted with the result, which reached

at least one in three 11- to 19-year-olds in the UK.’



Whether Northern Line will become the next Westlife remains to be seen.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).