Fiat in move to drive women into dealerships with Emap deal

LONDON - Fiat has signed a cross-media deal with four Emap brands, including celebrity titles such as Heat and Grazia.

The activity, which is intended to drive women into Fiat dealerships, will run across Emap magazines Heat and Grazia as well as and radio station Magic.

Fiat's advertising will run across the Emap brands throughout May.

Roland Ellison, head of marketing at Fiat, said: "We have booked a significant cross-media deal with Emap Advertising with Grazia at the heart of the campaign to drive women into dealerships. The weekly frequency enabled us to do a rolling interactive offer with the first 500 readers test-driving our vehicle having a chance to win a car specially designed by Cath Kidston."

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