ZenithOptimedia brokers UIP film promotion with Emap

LONDON - ZenithOptimedia has brokered a cross-media film promotion deal with Emap Advertising in the agency's first activity since winning the United International Pictures account last year.

The £800,000 Emap package to promote UIP's 'Honey' uses the magazines and websites for Smash Hits, Bliss and J17, radio stations including Kiss and digital TV stations like The Hits.

Emap has also created an event to promote the film, which stars Jessica Alba as a young dancer struggling to make it big, with dance-off competitions staged in malls across the UK. A show will be produced at the events, which will then be broadcast across Emap's radio stations.

Daniel Friel at ZenithOptimedia said: "The release of 'Honey' is a chance to bring new thinking to film marketing. We want our audience to live the dreams and experience the same ups and downs as Honey Daniels in the film."

ZenithOptimedia won the £30m account from Mediaedge:cia.

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