Emap Advertising has sealed a pounds 1 million cross-media
advertising deal with the drinks company Bacardi Martini.
In a youth-focused campaign, Bacardi will advertise its pre-mixed
spirits drink Bacardi Breezer across the entire Emap portfolio of
magazines, radio, television and websites.
On-air advertising will run across Kiss and the Big City Network
portfolio of radio stations. There will be magazine advertising in
Mixmag, Select, Sky, FHM, Elle, New Woman, Q and Heat.
Emap will also launch a series of sponsorship and promotional activities
on radio shows such as the Kiss Hit-list and Kiss House Nation. It will
then kick off a series of ten events as part of a tour of Breezer club
nights in venues across the UK.
Commenting on the deal, Tom Toumazis, managing director of Emap
Advertising, said: ’Bacardi Breezer is a good match with the Big City
Network and Kiss.
The brand also echoes some of the same ideals as our most popular print
brands. We will also be developing this partnership online, with several
plans for website links in the pipeline.
’Emap is a leader in the youth market and our partnership with Bacardi
will enable direct and powerful conversations with specific youth
Universal McCann was responsible for negotiating the deal with Emap on
behalf of Bacardi.