Magazine article Marketing

Philips Backs Dire Straights

Magazine article Marketing

Philips Backs Dire Straights

Article excerpt

Philips backs Dire Straits

Philips is to back rock band Dire Straits in its biggest ever music sponsorship deal.

It will use the band's worldwide tour, which starts in August, as a launchpad next year for what is tipped to be the most significant new audio product since the compact disc in 1982 - Digital Compact Cassette (DCC).

The 24-country tour, which lasts 18 months, will coincide with next April's launch of DCC, a cassette-based technique which promises to record and play back with CD sound quality (Marketing, May 23).

Until April the concerts will appear under the Philips Compact Disc banner. Then tour sponsorship will switch to Philips Digital Compact Cassette.

The sponsorship package, including MTV advertising in Europe starting in September, trade and consumer public relations and instore support, is likely to cost up to 10m [pounds] worldwide.

"This launch will be something pretty big worldwide and we'll be linked with the biggest band in the world," says Paul Dunn, marketing manager for Philips portable audio. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed


An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.