The tour is a series of events to showcase the range of Intel-powered ‘Ultrabook’ laptops. The first event took place in New York last month and the Intel experience tour will also take in Chicago, Tokyo, Beijing and Moscow.
The London experience is taking place from, July 12 to 14 at Old Spitalfields Market and Archant London will be providing a multi-channel campaign to support it and drive interest and visitors.
The media campaign includes full page ads in seven of Archant London’s weekly newspapers; ones that are key to driving local residents to visit the event, including the Ham & High, Islington Gazette, Hackney Gazette, Newham Recorder, Ilford Recorder and Romford Recorder. The campaign will also feature in Archant Norfolk’s flagship daily newspaper, the Eastern Daily Press.
The deal was a result of collaboration across Archant Anglia and Archant London, commercially, creatively and editorially, explained Archant London digital director, Paul Hood, who brokered the deal with Dan’l Hewitt – GM of adVICE, Europe.
“In addition to traditional print promotional activity, we are also running an interactive digital campaign including rich media placements across our newspaper websites, activity on our pan-London digital only brand www.london24.com plus social media promotion,” said Paul. “Our newspapers will also carry an insert containing details of promotional discounts for Ultrabooks.
“We’ve worked closely with Vice to make sure we use all of our media assets to reach London residents in a relevant and timely way. Intel have been extremely savvy in recognising the power of using local media, combining ‘old’ with ‘new’ media to maximise awareness and drive footfall to this prestigious event.”
Dan’l Hewitt added – “Vice specialise in creating memorable and accountable content experiences for brand clients. Archant’s portfolio of trusted local news brands in London provides qualified reach at scale into the target market for Intel for their Spitalfields Ultrabook launch weekend. We’re delighted to be working with Archant to make the London #LookInside event a great success”.
