News
Eaglemoss in first ever partwork TV sponsorship in UK
19.01.2007Eaglemoss Publishing Group, a market leader in the highly competitive world of partwork publishing, will be the first ever TV sponsor of the kid’s programme ‘Yu-Gi-Oh’ on the Nickelodeon Toons channel. This activity is to promote and launch the new bi-monthly magazine and collectable called the ‘Yu-Gi-Oh! GX Ultimate Guide’, and drive consumers to www.yugioh-gx-guide.co.uk. This TV sponsorship is a first for the partwork sector in the UK, and was planned and negotiated by Initiative media agency and Viacom Brand Solutions.
The ‘Yu-Gi-Oh! GX Ultimate Guide’ sponsorship kicks off on Saturday 27th January during the one off ‘Yu-Gi-Oh Weekend’ on Nick Toons. This sponsorship will then continue during weekdays from 29th January to the end of February. The main target audience for the magazine is boys aged 8-11, with housewives with kids being the secondary target market. The sponsorship is supported by a four week TV campaign, on a variety of channels that target the two target markets.
This activity for Eaglemoss was planned and bought by James Temperley, TV Director at Initiative, with Elizabeth Anyaegbuna, Partnership Director, at Viacom Brand Solutions. Commenting on it James says “We are really pleased that Eaglemoss has taken this opportunity. The link between this programme and the magazine is the ideal sponsorship opportunity to reach the right target audience in the right frame of mind”. The whole TV campaign is worth over £1 million.
The ‘Yu-Gi-Oh! GX Ultimate Guide’ is the latest publication from Eagelmoss to be launched. Previous partworks that were launched in 2006 include The Magic of Ballet and The Lord of the Rings Chess Collection.
