The largest sponsorship campaign yet to run in British print media was announced yesterday.
In a magazine and online package worth between £8-£10 million, Thomas Cook Group, now a subsidiary of Germany’s C & N Touristic, will sponsor travel editorial in up to ten IPC Media properties, among them Woman's Own, Now, Loaded and Woman's Journal. Additionally, the sponsorship will run on IPC websites unmissabletv.com. and BeMe.com.
The promotions will incorporate direct response calls to action on specific Thomas Cook products and offers. Conventional advertising also forms part of the package which extends to Thomas Cook discount travel offshoot JMC and thomascook.com website.
The deal was struck between IPC and the client via BLM Media, whose managing director Paul van Barthold effused: “[It] has required persistence, imagination and tenacity from the two individuals most concerned (IPC agency sales manager Julia Barrass and Adam Shoefield of BLM). Once we had developed the idea of a commercial partnership between Thomas Cook and a publisher, IPC Media was the obvious choice."
News source: CampaignLive (UK)