As part of a through the line comms campaign to drive sales of Sourz amongst 18-34s, Sky Media, with media agency Zenith, have brokered an exciting partnership that aligns Sourz with fun and colourful nights out at The ‘Sourz Colours Tour’ in partnership with Club MTV.
“The multi-platform campaign will reach our target audience across TV, digital and social, ensuring we build awareness and excitement around the fun packed summer ahead.” Emma Heath, Marketing Controller for Sourz at Maxxium UK
MTV events will be taking Sourz into ten 2,000+ capacity clubs in key cities across the UK through the sponsorship deal. Once at the Event, experiential activity will bring the Holi Festival of Colours to life…with coloured powder exploding amongst the crowd as MTV DJs play on.
In September, the activity peaks with Sourz being the official shot of 70,000 capacity Holi Festival of Colours in London at The Queen Elizabeth Olympic Park.
The partnership will be promoted on MTV and Capital Radio, on air and digital platforms.
Emma Heath, Marketing Controller for Sourz at Maxxium UK said: “The launch of the new TV campaign, as well as our strategic partnerships have created a really exciting programme for Sourz this year. Fun and colour are at the heart of the Sourz brand and it’s great that we’ve found partners in MTV and the Holi Festival of Colours that can help bring that vision to life.
“The multi-platform campaign will reach our target audience across TV, digital and social, ensuring we build awareness and excitement around the fun packed summer ahead.”
Drachan Forster, Sponsorship Controller for Viacom channels at Sky Media commented ‘This is our 4th year working with Sourz and this year’s combination of targeted media and experiential activity across the UK, culminating with the Holi Festival of Colours, takes our partnership to a different level.’
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