The Calvin Klein fragrance, CK One, is launching its first national radio promotion in an initiative that will see rival networks Kiss and Galaxy join forces to create the programming for the campaign.
EMAP Advertising’s Kiss Network and Global Radio’s Galaxy Network will work together to find the UK’s best mixing DJ. The eight-week campaign launches on Monday across the networks’ breakfast shows with the question “Are you the CK One?”The campaign will include onand off-air activity, including trails, live reads, a series of showcases, a syndicated two-hour special CK One show and a one-week, spot pre-Christmas ad campaign.
A microsite will be launched to allow listeners to submit their entries online at www.areyoutheone.co.uk.
Calvin Klein Fragrances marketing manager Charlotte Broadbent says the company wants to “leverage the long standing music association with the brand, to maintain an affinity with our core audience and create impact around the cluttered pre-Christmas, key selling period.”
The CK One showcases will be held in three shopping centres: Bluewater, Kent; Trafford Centre, Manchester; and Metro Centre, Newcastle.