Fearne Cotton to front New Look online push

LONDON - BBC Radio 1 presenter Fearne Cotton is to front an online marketing push for high street clothing retailer New Look to promote her clothing range, Go Organic With Cotton, which gives people the chance to win tickets to a UK music festival.

The campaign features a Publicis Dialog created microsite, inviting visitors to complete a Fearne Cotton-presented interactive quiz that asks users to submit questions about themselves for their friends to answer in exchange for prizes.

Among the prizes on offer include three tickets to an unnamed UK music festival, a video iPod, a tent and clothes from Cotton's organic New Look clothing range.

The promotion, which launches today, will be supported by an email campaign that directs traffic to the New Look website and paid-for search activity.

New Look hopes that Cotton, who is a DJ on BBC Radio 1 and former presenter of 'Top of The Pops', will be able to capitalise on the success of pop singer Lily Allen, who debuted her own New Look clothing range, Lily Loves, earlier this year.

The retailer said the Lily Loves marketing campaign, which was also devised by Publicis Dialog, helped it grow its website traffic by 439%.

Helen Walker, brand communications coordinator at New Look, said: "Fearne is the perfect face for the campaign and with the work Publicis Dialog has developed, the potential reach and appeal is huge."

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