Bauer Media has signed a six-figure deal to be a media partner for 20th Century Fox’s science fiction epic Avatar.
The overall campaign positions Avatar – which will be released on 17 December – as the biggest movie event of the year, and will run in three phases across Bauer’s multiplatform brands, including Heat, Grazia, Magic, Kiss, the Big City Network, 4Music, Kerrang, The Box and Q.
The campaign was created and brokered between 20th Century Fox and its media agency Vizeum and Bauer’s Brand Solutions team.
The activity has started with an awareness drive for the Avatar trailer. The campaign will then focus on the premiere with exclusive coverageand ticket giveaways to the event, while the final activity will 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.”