13/08/07
Spark sets up unprecedented cross promotion for Regatta - Bob Dylan to rock Regatta's World
In a bid to find new and innovative ways of promoting his new album, Spark approached Regatta to partner the launch of Bob Dylan's new release 'DYLAN', a collection of his greatest songs, released on 1st October 2007.
As part of the launch, Regatta will be conducting a European wide promotion through over 600 retailers. Bob Dylan fans will be directed to the Regatta website through POS in-store to win a 3-day trip to the USA with 2 tickets to see Bob Dylan in concert, 1 of 50 exclusive Bob Dylan iPods and 600 exclusive Bob Dylan CD/picture presentation packs. Some retailers will also be giving away Bob Dylan CDs featuring 4 live tracks: Don't Think Twice, Its Alright; It Ain't Me, Babe; Shelter From The Storm and Tangled Up In Blue with sales of Regatta clothing over £30/50€. There are also 300 specially commissioned Regatta/Bob Dylan branded Softshell jackets made being used in the promotion as giveaways.
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Regatta window sticker for shop fronts |
Through extensive research it was revealed that Bob Dylan fans are also fans of the Great Outdoors and as such match the same demographics as the Regatta consumer. Sony BMG, Dylan’s record label also recognised that Regatta is the leading European outdoor clothing brand with an infrastructure that can really do justice to such a promotion.
Regatta MD Keith Black said, "We were surprised by the strong correlation between Regatta customers and Bob Dylan fans but are obviously delighted! Bob is an icon and to be associated with him is a real honour and a scoop for the brand. Our retailers are really backing the promotion."
The promotion is set to run from the 1st October till end of November 2007.
About Spark Marketing Entertainment
Spark Marketing Entertainment brings brands and entertainment together. With offices in London, Los Angeles and Zurich, Spark works with an array of international brands by consulting them on the most effective use of music and entertainment properties.
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