Emap and Carat in Smirnoff deal

Emaps Online and Carat Interactive have tied up a sponsorship deal to get Smirnoff Red noticed by ’young, affluent urban socialites’.

Emaps Online and Carat Interactive have tied up a sponsorship deal

to get Smirnoff Red noticed by ’young, affluent urban socialites’.



Carat Interactive has blitzed Emap Online’s summer clubbing website

BeachBeats.com.



The site combines holidays and resort information from Emap’s

BargainHolidays.com with content sourced from Kiss FM and Mixmag and

online ticketing from Aloud.com.



Caroline McGuckian, Carat Interactive’s planning director, and JD

Furlong, account manager at Emap Advertising, created the deal.



Smirnoff Red branding appears on every page of BeachBeats. The brand

also has exclusive access to online promotions, enabling its owner

United Distillers & Vintners to give away drinks and holidays as weekly

and monthly prizes.



BeachBeats has introduced a Smirnoff channel to the site, which contains

information on how to make cocktails and hangover cures.



Smirnoff branding appears on the site’s electronic postcards, its e-mail

newsletters and the BeachBeats mobile messaging service.



Furlong said: ’BeachBeats hit Smirnoff Red’s target audience perfectly.

It encourages interaction between Smirnoff Red and the site’s users and

links the drink with Kiss and Mixmag.’



McGuckian added: ’Integrated media campaigns are core to our clients’

expectations. Increasingly, the extension of the offline campaign into

online media will form a central part of any cohesive media strategy.’



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