Pandora outlines Girls Aloud marketing activity

Jewellery brand Pandora will use its partnership with Girls Aloud to boost loyalty amongst existing customers as well as attract new fans to the brand.

Girls Aloud
Sarah Harding from Girls Aloud

The partnership, previously revealed on Marketing Week, will include headline sponsorship of the upcoming Girls Aloud Ten tour.

As part of the partnership members of Pandora’s online loyalty club will be able to access tickets for the upcoming tour 48 hours before general release on 24 October.

It is the first time the jewellery brand has officially partnered with celebrities.

Each member of the girl band has designed a charm bracelet as part of Pandora’s autumn winter collection.

The bracelets are intended to reflect each member’s personality and highlights from the past 10 years. Pandora will also host exclusive online content including videos of Cheryl Cole, Kimberley Walsh, Sarah Harding, Nadine Coyle and Nicola Roberts talking about their designs.

The bracelets feature in the band’s latest video for new single Something New, as part of a product placement deal.

Speaking to Marketing Week at the launch of the tour, Isabella Mann, vice president of marketing for Pandora said: “We wanted to create a really interesting partnership, not just have a face of the brand. Our customer base is so diverse so by having each of the girls design a bracelet we can appeal to all our customers.”

Mann would not be drawn on whether the partnership with either the band of individual members would continue after the tour, or whether Pandora would look to partner with other celebrities in the future.

As part of the tour announcement Girls Aloud hosted a Google+ Hangout inviting questions from fans at the live streamed event.

Girls Aloud will also crowdsource the content for the second disk of the reunion album Ten, set to be released on 26 November to mark 10 years since the girl band formed during ITV show Pop Stars The Rivals.

The band are inviting fans to nominate which songs they want to appear on the disk via social media.

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