EXCLUSIVE: Belvedere vodka has partnered with men’s magazine GQ Australia for a promotion that will see a soundtrack play as readers turn the pages of the magazine.
To promote the launch of its limited edition Belvedere RED super premium vodka in Australia next month, readers of the October/November edition of GQ Australia will be provided with a set of earphones and a miniature stereo attached to the spine of the magazine. It will play a soundtrack by American R&B artist Usher, who is the face of Belvedere’s RED label campaign. The campaign was created in partnership with MediaCom.
Belvedere vodka marketing manager Sarah Bentley said: “We are encouraging Belvedere Vodka lovers in Australia to buy the special edition bottle and, at no extra cost to them, 50% of our profits will be sent directly to the global fund to fight AIDS in Africa.”
News Magazines group publisher, lifestyle magazines, Mark Kelly claimed the campaign is a media first. “This is an innovative campaign that has never been done in Australia before. At GQ, we are always trying to push the boundaries in terms of experimenting and partnering with advertisers when they offer engaging opportunities like Belvedere has.”
The Red Campaign also partners with American Express, Apple, Converse, Dell, Gap and Starbucks.
The Glossy Awards has opened a monthly competition to acknowledge outstanding magazine advertising creativity. To enter the awards contact AdNews editor Darren Davidson with your entry. The first deadline is 26 October.
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