Emap Advertising in deal to promote the Nissan 350z

Emap Advertising has signed a six-figure deal with Nissan to promote the Nissan 350z sports car across several of its titles.

The publisher hatched the deal with Nissan's agency, Manning Gottlieb OMD, across six of its titles. These are The Face, Arena, Pop, Car, FHM and Arena Homme Plus.

Activity launches with a 52-page guide to Japan, created in association with Nissan, bagged with Arena, which has a cover of Tom Cruise pushing his Last Samurai film.

Arena will then run a series of advertorials over several months, around Japanese themes. Later in the year, The Face will launch a 24-page magazine dedicated to the cultural influence of Japan on British lifestyle.

Nissan's launch activity is built around research, including some from Emap, which identified "black-collar workers" as the key target group for the car.

The Emap deal forms part of a media mix that includes TV, press, cinema and interactive. It was brokered by Claudette Laws, the director of Emap's men's creative solutions team, and Paul Gayfer, a senior planner buyer at Manning Gottlieb.

Rachel Gascoyne Day, an account manager at Manning Gottlieb, said: "We presented the market with a challenge and Emap not only presented inspiring concepts but an idea that has established a great creative strategy for our UK client."

Alison Al-Jeboury, the brand marketing manager at Nissan, said: "This campaign takes Nissan in a very different direction. Using the 350z as a halo brand, we aim to improve the perception of Nissan among influencers and opinion formers. Emap's brands have enabled us to access them."


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