The campaign will feature across Bauer Media’s magazine and radio portfolios and will also feature a dedicated microsite that will host an array of additional content. The six-figure deal launches on the May 15.
Separately, LG Mobile has secured a fully integrated sponsorship package with ITV Commercial for ‘The Exclusives’ including broadcast, online and mobile activity across ITV’s platforms. This includes sponsorship of ‘The Exclusives’ official website – www.itv.com/exclusives - which will offer exclusively commissioned content from the show. This sponsorship and the Bauer Media partnership supports the launch of LG’s “most stylish smartphone range to date”, the L-Series, consisting of the L3, L5 and L7 handsets.
According to Bauer, ‘The Exclusives’, airing Thursdays at 9pm on ITV2 from May 17, will showcase the fast-paced and competitive world of magazine publishing, plus the kind of talent needed to make it. The exciting new seven-part series offers an amazing, once in a lifetime opportunity for one of the six young, ambitious, wannabe journalists to land a 12 month contract with Bauer Media.
The magazine activity will include the brands across Bauer Media’s portfolio - More!, Closer, heat and Kerrang!. LG Mobile will sponsor a weekly editorial feature in More! magazine for the seven week duration of ‘The Exclusives’, which is designed to inform and inspire readers about working in the media and creative industries, whilst also promoting a dedicated online microsite - www.theexclusives.tv. The online area will be full of additional content including media industry jobs, interviews and practical advice of how to get into magazine journalism.
The microsite will also contain exclusive content including programme out-takes, trailers for upcoming shows, interviews with media personalities (including Heat editor Lucie Cave and Bauer Creative Director, Julian Linley), CV templates, interview advice, competitions, TV schedules and a designated product section for LG Mobile. It will be supported by a substantial social media push and users will be encouraged to utilise the site as a second screen while watching the show. The content complements the programme giving the audience real-world career knowledge about the media and creative industries.
In addition, double-page LG Mobile advertorial features will run across the magazines and will focus on themes including fashion and advice for people in the professional workplace. Following LG’s ‘Life’s Good’ brand sentiment, the creative focuses on tailored strap-lines, such as ‘Life’s Good when…you’re dressed for success’ in heat magazine and ‘Life’s Good when… you’ve won The Exclusives’ in More! magazine.
The radio activity will include promotions, sponsorships and features that will create engaging content aimed at driving audiences to the digital hub. The Hits Radio, KISS and In:Demand will broadcast 60 second content bulletins throughout the seven-week run of the show and will include interviews with the wannabees, the mentors and Bauer Media journalists. LG Mobile is also sponsoring Lucy Jones’ More! Show, which airs Sunday nights from 7-10pm on The Hits Radio.
LG sponsorship idents will be adapted to run on air and across Bauer web sites, with videos and idents produced by Signal TV to provide cross-platform integration.
Abby Carvosso, managing director of Bauer Magazines lifestyle, said: “’The Exclusives’ is a truly innovative show that will demonstrate the skills required to work in the magazine industry and give a talented individual the chance to work with one of our influential brands. The LG sponsorship with Bauer will give audiences a range of engaging content across print, radio and digital while providing LG with the opportunity to communicate to their customers across multiple touch-points.”
Stephen Gater, Consumer Marketing Director of LG UK, said: “We’re very excited about our new mobile line-up for 2012. Our sponsorship of ‘The Exclusives’ with ITV Commercial and partnership with Bauer Media provide powerful platforms through which to engage our audience.”
Neesha Taneja, Sponsorship Manager, ITV, said: "’The Exclusives’ is an incredibly exciting new show for ITV2 that will offer viewers an exclusive insight into the glamorous world of magazine journalism. With similar target audiences, LG is a great brand fit for the show and we are delighted to have them on board as a new sponsor to ITV."
The partnership was brokered on behalf of Bauer Media by Mindshare.
‘The Exclusives’ has been ordered for ITV2 by Angela Jain, ITV's Director of Digital Channels and Acquisitions. The commissioning editor for ITV is Kate Maddigan. The series is produced by Twofour for ITV2. The executive producers are Andrew Mackenzie and Tamara Abood. The series producer is Jonathon Holmes.
