The 10-month campaign has been devised by by Emap2 and MindShare. It is aimed at young women and will focus on a different UK city every week, with readers and listeners in that city encouraged to text and email what celebrities they have seen and where.
Content in the "celebrity city" section in Heat will centre on the latest celebrity hotspots and destinations in that week's featured city.
Supporting the campaign will be "winning weekend" promotions on the Big City Network and Kiss radio stations encouraging listeners to "spot the Heat Fiesta" as it travels around that week's featured city.
In addition to the on-air and magazine activity, a bespoke will launch on May 22. Online users will have the chance to upload their own celebrity sightings and comments on new hotspots in the UK via the online forum.
Separately, Emap Advertising has said that Darren Khan, TV sales director, will take on additional responsibility for Emap's radio sponsorship and promotions team from May 2. He will take on the new title of head of Emap Radio in addition to his current role.
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