Aunt Bessie's 'Margaret and Mabel' by VCCP
Agency: VCCP
Rating: 5.0
Samsung passes up chance to wrap Times cover for Olympic duration
By John Reynolds, mediaweek.co.uk, Friday, 03 August 2012 11:03AM
The Times has been unable to secure Samsung as the exclusive commercial sponsor for its Olympic commemorative cover wrap for the whole duration of the Games, despite outperforming its rivals and adding 100,000 copies the day after the Opening Ceremony.
The Times: runs Olympic cover wrap
The Times has been running a commemorative London 2012 cover wrap since the start of the Games and plans to run it until the end of the Olympics.
It has been sponsored by Samsung so far but the deal will not extend beyond this weekend.
Media agency sources have told Media Week that commercial executives at News International, parent company of The Times, were keen to sell Samsung the cover wrap sponsorship for the entire duration of the Olympics.
But they were unable to strike a deal, forcing News International to look elsewhere for a commercial partner, despite expectations that the title would perform well during the Olympics.
Sources said News International has been unable to find an exclusive single sponsor for the remaining days of Olympic competition.
Once source close to News International said the publisher had secured individual sponsors on different days. It is unclear who these sponsors are.
News International said "All wraps throughout the Olymics have been sold and you can look forward to them being revealed next week."
Newspapers are looking to pump up their commercial revenues during the Olympics.
Adidas, the official sportswear partner of London 2012, is cover wrapping the Metro newspaper for 17 consecutive days during the Olympics, its biggest-ever print campaign.
The £2m deal will see 17 collectable covers featuring Team GB athletes, which have been designed by illustrators and artists.
On the first Saturday of the Olympics, The Times easily outperformed its rivals, adding 100,000 to its average Saturday circulation of 480,132.
Samsung was unavailable for comment.
Follow @johnreynolds10This article was first published on mediaweek.co.uk
Additional Information
Campaign Jobs
- Strategy Director The Works Sydney Great salary package including sponsorship , Sydney, Australia
- Assistant Digital Marketing Manager Michael Page Digital £28000 - £32000 per annum, Surrey
- Online Search Manager Michael Page Digital £30000 - £40000 per annum, South East London
- Junior Account manager Michael Page Digital £19000 - £23000 per annum, Leeds
- Front End Developer Michael Page Digital £20000 - £25000 per annum, Leeds
Highest rated
Most viewed
- Burberry partners with Google on digital kisses campaign
- Digital marketing is 'invasive and annoying', study claims
- Campaign Viral Chart: Sony XBox One spoof leads
- Digital creatives hit hardest as agency salaries decline
- Ocado replaces Morrisons as BB shopping partner
- Former Saatchi & Saatchi senior planner Alex McKie dies suddenly
Most commented
-
Infographic: How to create the perfect post on social media
It takes a lot of trial and error to understand what really makes your fans tick and what resonates within the community. That clever photo of something you think is absolutely hilarious could actually lose you a few fans and no matter how interesting a fact is, it’s never interesting enough to warrant a three paragraph explanation on one Facebook post…Read more on Infographic: How to create the perfect post on social media…
