Boddingtons has signed a cross-media deal with Scottish Media Group
in a bid to reinforce the brand's link with comedy.
The four-month deal with SMG covers radio, outdoor, cinema and
online.
It launches on July 2 with 50 Boddingtons/Virgin Radio comedy soundbites
throughout the day. The clips feature comedians such as Eddie Izzard,
Harry Hill and Ardal O'Hanlon and use 'A barrel of laughs from
Boddingtons and Virgin Radio' as the strapline.
The soundbite campaign will be followed by a week of advertorials in
August to coincide with the Edinburgh Festival, featuring a high profile
comedian. As part of the deal, Boddingtons will have a branded comedy
page on Virgin Radio's web site.
Boddingtons' media agency Starcom Motive planned and bought the deal.
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