Emap Signs Becks For Year Long Arena Promotion

Publishing giant Emap has secured a six-figure sponsorship deal with beer brand Beck’s to create the Beck’s Agenda – an entertainment guide published within Arena magazine over the course of a year.

The deal was brokered by Starcom Mediavest and will see the Beck’s brand featured on the FHM, Q and Empire websites. A bespoke Beck’s Agenda microsite has also been created at becksagenda.co.uk, with readers of Emap’s magazine portfolio being driven to it via editorial and promotional links on associated websites.

The sponsored magazine section will highlight the best exhibitions, retail, events, fashion and hospitality and will be bound into each month’s edition of the magazine. Each month the promotion will also give one reader the opportunity to win a trip to one of the events featured in Arena.

Mark Field from Emap Advertising explained the reasoning behind the partnership, stating: “The phenomenal growth of Arena continues to attract big name advertisers such as Beck’s. The quality and creativity of Arena‘s editorial feeds in perfectly to a highly targeted multi-platform campaign, this is exactly the kind of solution that Emap’s cross media offering aims to achieve by working more closely with clients and media agencies”

The latest ABC results for the six months to December 2003 reveal an impressive performance for Arena, which has seen its circulation rise by 28.1% year on year to 40,617. However, the magazine has seen sales dip by more than 50% over the past decade due to increased competition in the men’s lifestyle market.

The partnership between Emap and Beck’s marks the latest in a string of cross-media promotions undertaken by the publisher. Earlier this month saw the company team up with Associated Newspapers to raise awareness of their individual Metro branded products (see Emap And Metro Partner For Mini Cross-Promotional Deal).

Emap: 01733 568 900 www.emap.co.uk

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