It has partnered with Seat, the Volkswagen-owned car marque, to promote the launch of the new Ibiza model, for eight weeks beginning on Sunday, 6 September.
The campaign will feature in print and online across The Mail on Sunday, MailOnline, and Metro.co.uk.
It will take the form of cover wraps, homepage takeovers, a branded video mini-series, display and print ads, as well as online competitions. There will also be a four page cover-wrap of The Mail on Sunday’s Event magazine.
On Sunday, 13 September, Metro.co.uk and MailOnline will feature short-form videos starring TV presenter George Lamb and his actor father Larry, called George & Larry’s Hidden Gems Road Trip.
The six episode series will see the father and son team travel in a Seat Ibiza from Bristol to Newcastle, while promoting features of the car.
The campaign was planned by Mail Brands UK’s Katie Boyd and James Dodd alongside PHD. Branded content agency Interview Hub produced George & Larry’s Hidden Gems Road Trip, which was shot by Silver Bullet.
Mail Brands formed in July as a a newly consolidated commercial operation that unites sales at The Daily Mail and The Mail on Sunday with MailOnline. MailOnline's Mel Scott became the chief revenue officer of Mail Brands.
Scott said: "This innovative partnership is a brilliant example of our ability to deliver best-in-class cross-platform solutions.
"Spread across our portfolio of market-leading brands, the campaign perfectly captures the essence of the new Seat Ibiza and promotes it to consumers in engaging and impactful ways."
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