25 Feb 2004 | James Holland

Emap Signs Honey for Cross Platform Promotion

Emap Advertising and ZenithOptimedia have brokered an extensive £800,000 deal to promote UIP’s latest movie release, Honey, across a range of youth-focused media platforms.

The wide-ranging promotional campaign will run for three weeks across Emap’s entire portfolio of youth radio stations, television channels, websites, magazines and through text message advertising.

The deal encompasses a range of teen magazines titles including Smash Hits, Bliss and J17. It also runs across their corresponding digital television channels, radio stations and websites in an attempt to promote the film, which will be released on 12 March.

The campaign will also involve a series of staged dance-off competitions in shopping centres across the UK with Emap’s radio stations broadcasting shows produced entirely on-site at the events.

Commenting on the deal, Denise Parkinson, head of film at Emap said: “Emap’s strong youth portfolio is the perfect solution for a specifically targeted film-going youth audience with no wastage. Emap’s heritage of creating live performance shopping mall events were a great fit for the Honey activity. We are thrilled to continue to break new marketing ground and forge ahead with our strong partnership with UIP.”

Emap Advertising and Carat recently came together to secure a deal that will see Burger King become the sole fast food brand to advertise on The Hits music channel throughout 2004. The agreement represents the first time that category specific advertising has been used on a UK television channel and includes the potential for sponsorship, promotions, text message and airtime activity (see Emap Bags Burger King For Exclusive TV Deal).

Earlier this month Emap Advertising made two senior appointments, promoting Gary Hollins as people and culture director and Carrie Barker as its new magazine sales director, with responsibility for leading a 150-strong team working across a portfolio of 30 consumer titles (see Emap Advertising Appoints New Head Of Magazine Sales).

Emap Advertising: 0207 295 8537 www.emapadvertising.com

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