Bauer Media launches Avatar campaign

Bauer Media has signed a six-figure deal to be a media partner for the science fiction epic Avatar.

The 20th Century Fox feature, directed by James Cameron and presented in 3D, will be released on 17 December.

The overall campaign positions Avatar as the biggest movie event of the year, and will run in three phases across a number of Bauer Media magazines, radio stations TV channels and websites.

Bauer multi-platform brands, including heat, Grazia, Magic, Kiss, the Big City Network, 4Music, Kerrang, The Box and Q, will be heavily involved.

The campaign was created and brokered between 20th Century Fox and its media agency Vizeum and Bauer Media’s Brand Solutions team.

The activity has started with an awareness drive for the full three minute and 20 second trailer of Avatar. Viewers of the trailer have a chance to win tickets to the worldwide premiere of the film in London on 10 December. Bauer Media TV has commercial broadcast exclusivity and will be showing the full trailer across its music portfolio.

The campaign will then focus on the premiere with exclusive coverage and ticket giveaways to the event. The final activity picks up the momentum to drive audiences to the film with radio promotions, online takeovers and press advertorial.

Jennifer Tang, head of media promotions at 20th Century Fox, says: “Bauer Media listened to our needs and worked closely with us to find engaging solutions within their great mix of brands. It’s an exciting partnership and the collaborative nature of the process is one that we will certainly look to replicate in the future.”

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