Maxim launches a campaign next week urging its readers to "Grow up a bit". The title's first above-the-line campaign will consist of fly-posters, underground and rail posters, washroom posters, bar posters, beer mats, radio, viral and ambient ads. Sarah Thorne, group marketing manager for the consumer marketing division at Dennis Publishing said: "The key objective for the campaign is to move Maxim away from the traditional territory of 'lads mags', but in an entertaining, striking and clear way".
Lufthansa has appointed the digital marketing agency Profero to handle its online advertising in the UK. The business for the airline was generated by Plan.net, Profero's German partner and follows the campaign launched in Germany earlier in the year. Profero launches the first online initiatives for the brand this week, aimed at showing UK travellers they can save by travelling with the airline without sacrificing the comforts of flying with a traditional airline.
Nickelodeon is set to launch a local language channel in Israel aimed at eight- to 12-year-olds. Nickelodeon Israel will be begin broadcasting on July 1 in a joint collaboration with Ananey Communications - MTV Networks Europe's long-term distribution and programming partner in Israel. It will initially reach more than 400,000 homes in Israel, nearly 25% of the population.
Classic FM claims new research shows listeners respond better to adverts on Classic than rival pop channels. Citing American research company Pre-diction, Opus - sales house for Classic FM - said listeners were more relaxed but attention levels were stronger and more positive when ads came on.
Rimmel London has signed up for a deal with Hachette Filipacchi which will see the cosmetic giant sponsor promotional events for three of the publisher's women's titles. Under the deal, put together by OMD UK, Rimmel London will be the headline sponsor for a series of promotional activity in Ibiza this summer for B magazine. It will also sponsor the first Elle Street Style competition, which is launched in the August issue of Elle, and Sugar magazine's model competition.
Quantum Business Media, publisher of Media Week, has relaunched its corporate website. New features on www.quantumbusinessmedia.com include a news section; management profiles, a vacancies section and an enhanced product guide.
Emap stations Radio Aire in Leeds, Hallam FM in Sheffield and Viking FM in Hull will be giving away a flat, car, free haircuts and nightclub ownership among other things, supported by £500,000 of marketing spend on television, outdoor and local press campaigns. The "Celeb In The City" competition starts on June 30 and is aimed at attracting a bigger young, urban audience.
Audi this week launched its new A3 model with a multi-media campaign aimed at image-conscious men and women who lead busy, hectic lifestyles. The campaign is present in gyms, tennis clubs, cinema, consumer press, hair salons and online as well as on TV and outdoor.
Five is taking to the beach in a campaign to support its Home and Away programming. The "Five at Summer Bay" will be two beach-themed events in Newcastle and Kingsbury in July. Aimed at the 15- to 24-year-old market, the events feature up and coming pop and R'n'B acts and DJs, including Blazin' Squad, Zena, Tommi , D-Side, Sirens and DJ Sassy.