The 拢1m deal with Dixons Stores Group will cover sponsorship, promotions and advertising across a number of Trinity Mirror鈥檚 national and regional titles up to, and during the football tournament.
The campaign will be carried in the publisher鈥檚 three national titles, the Daily Mirror, Sunday Mirror and People, plus 11 regional titles, including the Liverpool Echo, Birmingham Evening Mail and Newcastle Evening Chronicle.
The campaign kicked off last week with a four-page advertorial in the Daily Mirror followed by a 32-page Euro 2004 supplement in the regionals.
Gary McNish, managing director of Amra, viewed the deal as being 鈥渁 springboard for further partnerships鈥, with the combination of local and national exposure being particularly attractive to Dixons.
鈥淭he combination of Trinity Mirror鈥檚 regional titles and the Daily Mirror provides Dixons with strong links into the local community to encourage people into high street stores,鈥 he said.
The move by Clare Dove, Mirror Group Newspapers鈥 new director of advertising, has been well received by the industry, although many believe it was not before time.
Steve Goodman, director of press at MediaCom, expressed his surprise that the initiative had not happened sooner.
鈥淥ften when putting together a national campaign there is a bias to London and the South, so you do need uplift in other areas.
鈥淚f they put together a package that would have a wide appeal and reach all areas in a uniform way, it would be attractive.鈥
Goodman believes that such a package would certainly appeal to some of his clients.
Mark Gallagher, of Manning Gottlieb OMD, was another who believed that it made sense for Trinity Mirror to pool its assets as part of a drive to secure 鈥渁 larger pie鈥.
He also expressed his surprise that such a deal had not happened sooner and saw particular scope for the future in car advertising.
鈥淚n the motor industry, there are the local level retail outlets and national branding 鈥 and this local and national approach would definitely appeal,鈥 added Gallagher.
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