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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