Ella Enchanted by Emap

Emap teen magazine Smash Hits is to be the mainstay of a £500,000 campaign for new movie Ella Enchanted.

Carat booked the three-month cross-media campaign with Emap Advertising, which includes a bespoke Ella Enchanted magazine inserted into 200,000 copies of Smash Hits and a specially created event Ella's Enchanted Evening.

The campaign also includes promotional activity across Emap's teen portfolio, including Smash Hits, Bliss, Kissonline.co.uk, Bliss.co.uk, The Hits, Box and Smash Hits TV.

The eight-page mini magazine featuring interviews with Ella Enchanted stars Anne Hathaway and Hugh Dancy, fashion, quizzes and competitions will be inserted into the 26 November edition of Smash Hits.

Emap will run a competition in its magazines, radio and television stations for 250 winners to attend the star-studded Ella's Enchanted Evening event, which will be attended by celebrities, film actors and Kiss DJs.

Emap will also host a programme of exclusive film screening evenings and an Ella Enchanted shopping mall tour during November.

Denise Parkinson, Emap advertising head of film, said: "This campaign draws on a strong seasonal thread with bespoke elements including a stand-alone Enchanted Teen Magazine and a celebrity event designed to create real excitement around the cinematic release of Ella Enchanted this Christmas."

Lee Jury, marketing director at Buena Vista International, said: "Emap has once again created an original bespoke creative solution tailor made for Ella Enchanted. Working with Emap's youth platforms ensures the film's campaign is totally focused on its target audience with no wastage."


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