Heat to support Wonderbra promo

by Media Week, Media Week 10-Oct-06

Wonderbra is turning to radio advertising for the first time in its history by teaming up with Emap to promote its new campaign, Star Style.

The three-month campaign, which begins this week, will see a show
created specifically for the underwear firm, airing on Thursday evenings
on Emap's Heat radio.

Taking content from Heat magazine, this advertiser funded programme will

provide listeners with tips on how to achieve the hottest look while

offering the chance to win a weekend in Paris.

Wonderbra will also sponsor Heat's Studio 84 show on Friday and Saturday
evenings, aimed at young women getting ready to go out.

The on-air activity will be supported in print with Wonderbra branded
advertorials in Heat, as well as an extensive online campaign.

Rob Tomalin, head of strategy at the publisher's cross-media sales team,
Emap2, said: "This shows how our full-service structure creates and
delivers genuinely creative cross-platform solutions."