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Promotional opportunity with DVD release 'The Devil wears Prada'

Provided by Twentieth Century Fox Ltd
This film was the blockbuster of this Autumn, the DVD release is now much anticipated by females who love all things fabulous!

Tell us about the Opportunity / What is it?

'The Devil wears Prada' is the biggest female blockbuster of 2006. Described as a coming of age movie the story follows the career of Andrea Barnes, a bright, young ivy league grad who gets more than she bargained for when she moves to N.Y to pursue her dreams of becoming a writer. Follow her antics as she works on a fashion magazine for her tyrant boss (Meryl Streep) and watch as she becomes totally immersed in this glamorous, high paced lifestyle. Not since the heyday of Sex and the City has a story so caught the imagination of ladies who love all things fabulous!

What is the Marketing Objective?

Link with the years no. 1 chick flick on DVD release. Build brand awareness and use a successful and of the moment property as a motivational sales mechanic.

How does it work?

In partnership with Twentieth Century Fox, a leading International film distribution company, there is an opportunity to create bespoke promotions - anything from a simple on-pack promotion to a fully-coordinated campaign. This would be tailored to your needs but could be as broad as online, mobile, advertising etc. This would include character and logo usage on your brands, campaigns and promotions. Please contact us to discuss further sales promotion opportunites for your brand.

Who's used it in the past?

This is a new DVD release, however previous successful campaigns include, In Her Shoes with Nine West and Gillette Venus Divine (NIne West did a cross promotion with Gillette, with an on-pack promotion offering 15% off shoes from nine West. There was also in-store activity including a competition to win a trip to NY)

Features / Benefits

This was a major film releae in 2006 with high fashion and style at its very core as well as an incredible cast of Meryl Streep and Anne Hathaway, who look fabulous throughout. There will be huge marketing support behind the DDV launch with £3m dedicated across TV, outdoor, radio, online, events and high profile publicity and premiers. It is a great opportunity to build awareness for your brand. This will be a defining and influential film for young women and as such be a motivational sales promotion vehicle.

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for detailsTargeting fashion loving women with £3m mktg support
CINEMA
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONAL01 Dec 06 - 31 Jan 07BRAND ATTITUDESALES PROMOTION
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