Kiss Signs Strongbow For Awards Sponsorship

Emap’s first ever Kiss Awards, the company’s R&B equivalent of the popular Q Awards, is to be sponsored by Scottish and Newcastle’s new cider brand, Strongbow Sirrus.

The cross-media deal, brokered by Sam Browne and Claire Powell at Starcom Mediavest, will launch Strongbow Sirrus through Emap Advertising’s multi-platform brands, using Kiss, FHM, New Woman, Mixmag, Zoo, The Box and Max Power to promote the product to the company’s men’s, women’s and youth audience.

The Kiss Awards will take place on 5 November, celebrating the very best in urban and dance music. These prestigious awards will include; Strongbow’s sponsorship fully integrates the Sirrus values into a through-the-line campaign, via eye-catching point of sale activity, full multi-media support and Strongbow Sirrus’ own award at the event.

Commenting on the promotion, Rachel McFadyen, group account director, cross media at Emap Advertising, said: “Our challenge was to create a dynamic and memorable campaign that really resonates with 18-24 year olds. The sponsorship of the first ever Kiss Awards brings real excitement and cut-through to the launch of Strongbow Sirrus. The glamorous Strongbow Sirrus brand values are communicated through each brand touch point across print, online, TV, radio and mobile platforms.”

Kirsten Ogilvie, marketing manager at Scottish and Newcastle, added: “For the launch of Strongbow Sirrus we wanted a media partner with excellent coverage of a fashion-conscious 18-24 audience. The Kiss brand values in particular mirror the stylish and cool brand values of Strongbow Sirrus and the first ever Kiss Awards have hugely credible appeal. Coupled with an innovative and eclectic mix of TV, radio, sponsorship and print, in Emap’s market-leading male, youth and women’s brands, we can reach our core audience creatively and effectively.”

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