Cocktail arranges further partnerships

Partnership agency Cocktail Marketing has created several new marketing partnerships and signed a new client.

Cocktail Marketing, the UK's leading partnership marketing agency, has created a marketing partnership with BoysStuff.co.uk, the UK's leading boys toys retailer, and Future Publishing, one of the UK's largest magazine groups.

The partnership will run from late October 2007 until December 2007 to capitalise on pre-Christmas sales.

It will allow Future magazine readers to all benefit from either a free GBP5 to spend or a 20 per cent off offer at BoysStuff.co.uk.

The partnership will run across the following magazines: T3 Total Film SFX PC Zone PSW Nintendo This partnership promotion will raise brand awareness and drive sales for BoysStuff.co.uk, while also gaining positive brand endorsement from key and opinion leading male magazine brands.

Future will promote the offers with full pages in each publication along with website and email coverage.

It will also be promoted to subscribers in separate mailings.

BoysStuff.co.uk will in return promote each of the magazines on their site and in their emails as well giving the exclusive offer.

Gary Beresford, Managing Director for BoysStuff.co.uk, commented: "This is a fantastic way for BoysStuff.co.uk to raise brand awareness among a key target audience of affluent opinion-forming males, while also driving sales by offering a unique offer to these customers".

Cocktail also created a partnership between online DVD rental service LoveFilm and The Barbican, London's premier arts venue, in October.

The Barbican centre gave out one free DVD from LoveFilm.com per booking for shows booked for October; titles on offer were Pans Labrynth, Il Postino, Hotel Rwanda, Amelie and Crouching Tiger Hidden Dragon.

Chris Denton, Head of Marketing for The Barbican, said: "This is a great synergetic way of rewarding our cinema goers while also driving sales for LoveFilm; both brands are passionate about film as are our respective audiences".

LoveFilm has also partnered with Matalan, one of the UK's largest family fashion retailers.

The partnership with Matalan entails rewarding their 12 million card holders with a choice of Free DVDs from Finding Neverland, Miss Potter, V Vendetta, Stranger than Fiction plus a 30-day free trial.

This will be promoted in statements on their website and on emails to their customers.

Paul Greenwood, Partnership Marketing Manager for LoveFilm commented: "Partnership marketing with retailer brand's is a highly cost-effective way to drive online rentals while raising awareness of the LoveFilm brand to a key target audience and gain positive brand endorsement while also allowing the partner brands to achieve their objectives".

Meanwhile, Cocktail Marketing has been appointed by Anova Books to develop marketing partnerships for a selection of their new releases in the run-up to Christmas.

Cocktail will be looking to create promotional partnerships this autumn with synergetic brands to promote books as wide ranging as the Good Housekeeping Step by Step Cook Book, Sufficient (by Tom Petherick) and The Internet Now in Handy Book Form (by David McCandless).

Laura Brudenell, Head of Marketing at Anova Books said: "We are very excited about the potential of partnership marketing as another method of reaching niche audiences to create added awareness of our books".

Back to top