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