Spark-me | Taylor Swift teams up with EF Education First for Promotion
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Taylor Swift teams up with EF Education First for Promotion

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About EF Education First

EF, the world leader in international education, was established in 1965 with the mission to break down the barriers in language, culture and geography. With 400 schools and over 15 million students, EF specializes in language schools, academic degrees, educational travel abroad and cultural exchange. EF International Language Centers is the study abroad division of EF. In addition to helping 1,200 corporations with English training, EF was the Official Language Training Supplier to the Beijing Olympics and helped Brazil prepare for the 2014 World Cup. www.ef.com

Spark teamed EF up with Taylor Swift for a successful international cross-promotion.

On Valentine’s Day, GRAMMY Award winner Taylor Swift and EF International Language Centers gave three EF student fans a unique Valentine’s gift: a trip for two to Paris, including a meeting in person with Taylor Swift and an evening enjoying her concert.

“We asked our EF students in a survey who their favourite singers were and one of their biggest idols is Taylor Swift”, says Mats Ulenius, Marketing Director at EF. “Taylor Swift is a fantastic role model for young people – just look at all she has accomplished by the age of 20. She often writes about love and romance in her lyrics, so a Valentine’s competition seemed like a great fit. Taylor is really looking forward to meeting her fans from around the world!”

To enter the competition, participants filled in a mini quiz about Taylor Swift’s song lyrics and Parisian culture at ef.com. On Valentine’s Day, 14th February, EF drew three lucky winners who went to Paris and invited a friend of their choice to come along. The winners’ trip took place in March to coincide with Taylor Swift’s concert on the 17th of March in Paris.

The lucky competition winners with Taylor before her Paris concert:

There were also 100 other Taylor Swift prizes to win including signed copies of her album, “Speak Now”.

The multi-platinum selling singer/songwriter from Nashville was touring 18 countries with her third studio album, “Speak Now”, including singles “Mine” and “Back to December”.

EF Education First ran the competition in 43 countries around the world via social media and selected mailings and emailings.

Spark set up all aspects of the cross-promotion between EF Education First and Taylor Swift.