Magazine article Marketing

Media: Smarties in Pounds 2m Emap Cross-Media Tie

Magazine article Marketing

Media: Smarties in Pounds 2m Emap Cross-Media Tie

Article excerpt

Smarties has signed a pounds 2m multi-platform sponsorship deal with Emap Advertising to target schoolchildren.

The Nestle Rowntree confectionery brand is backing Emap's Big City School tour, a promotion involving the Big City regional radio network.

Young listeners will be able to ring the network's local radio stations to vote for their school to be the venue for a Smarties pop concert.

The Smarties events, which will feature up-and-coming acts, will be staged at the schools that receive the most votes in each region.

The School Tour is part of an 18-month cross-media partnership between Emap and Smarties developed by Performance SportEnt Worldwide, MindShare's sponsorship consultancy.

The promotional activity involves some of Emap's biggest metropolitan radio stations, including Key 103 in Manchester and Radio City in Liverpool, with supporting advertorials in Smash Hits, Sneak and Match magazines, as well as on Emap's youth web sites. …

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