X factor signs up high street partners to promote merchandise

Fremantle Media Licensing Worldwide (FLW) has signed up a series of retailers as it ramps up support for TV talent show, The X Factor.

Fremantle Media Licensing Worldwide (FLW) has signed up a series of retailers as it ramps up support for TV talent show, The X Factor.

It is the company’s first set of retail partnerships and a key part of its strategic growth plans.

It has secured deals with Comet, Superdrug and Argos to promote branded merchandise and product in-store.

Dominic Burns, FLW vice president of licensing, says direct-to-retail promotions will be “essential” in future programme brand deals. “Often the retailers make or break a brand and it is very important that we continue to build partnerships with these guys,” he says.

The promotion with Comet will run nationwide in more than 250 stores until Christmas and feature a range of The X Factor-branded karaoke machines in promotional bays. It will be marketed through the distribution of 10m flyers in-store and in national newspapers.

Superdrug will be promoting branded software products and it, Comet and Argos will offer fans the change to win tickets to the live tour.

FLW is the licensing division of Fremantle Media, the production business of RTL Group. Its brands include Rainbow, The Apprentice and Dangermouse.

Recommended

Titan Outdoor wins pitch to run Tube station promotions

Marketing Week

Titan Outdoor has won the contract to handle promotional concessions across the London Underground network following a competitive pitch. Titan won the contract after a pitch against two other, unnamed operators. The contract is for an initial two-year period but there is potential to extend for a further two years. The outdoor company will now […]

Setanta appoints Momentum to handle Premiership task

Marketing Week

Irish satellite broadcaster Setanta Sports has appointed Momentum to handle a below-the-line push to promote its Premiership football packages. Setanta won two of the six rights packages to the English Premier League earlier this year. The agency will also promote its PGA golf coverage, which it also has the rights to screen for the next […]

Love looks to net digital start-up

Marketing Week

Manchester-based creative and design agency Love is looking to invest in a digital start-up agency. The start-up will work out of Manchester, but there is potential for a satellite office in London. The agency is seeking a digital team because its creative work increasingly includes digital and interactive advertising and it is also becoming more […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now