Emap2 lands exclusive cross-media deal with Davidoff

by Daniel Farey-Jones, Brand Republic 19-Jun-06, 11:00

LONDON - Emap2 has created a six-figure package across seven Emap magazine, radio and online brands to support the launch of Coty Prestige's new fragrance Davidoff Cool Water Game.

The three-month activity will offer a number of ways to win prizes that express the sub-brand's positioning of "intense moments of fun", such as skydiving and the chance to become a popstar.

Sponsorship specialist OMD Fuse brokered the deal exclusively with Emap2, the full-service marketing communications team at Emap Advertising. It includes the Cool Water brand's first ever radio sponsorship, the effectiveness of which will be measured by Emap Advertising's research arm.

Cool Water Game will sponsor Kiss and Smash Hits radio for three months, including competitions and giveaways, and more chances to win prizes on a Kiss radio microsite.

There are also prizes to be won through advertorials in Emap magazines Zoo, FHM, More, Sneak and Bliss, with the winner's experiences being covered in follow-up features. FHM.com will also offer the chance to enter through its "Win stuff" section.

Carrie Barker, sales director at Emap2 and magazine sales director, said: "The new deal with Coty Prestige is a perfect example of how our strong multi-platform media brands can offer integrated marketing communications around a single idea that really helps tap into the passions of our consumers."

The deal was created by Cate Murden, associate director at OMD Fuse, with Brent Coulson, strategy director at Emap2.

Murden said: "It's fantastic to get a brand like Davidoff to invest so heavily in a radio sponsorship, providing consistent presence for the brand, during the traditionally quieter summer months. The Emap brands chosen absolutely pinpoint both the audience and essence of the brand."

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