Iceland partners with News of the World for X Factor pull-out

The News of The World is launching a weekly 'X Factor' supplement in a bid to tap into the public's insatiable appetite for the hit show.

X Factor: News of the World publishes supplement in a deal with Iceland
X Factor: News of the World publishes supplement in a deal with Iceland

The supplement will launch on 10 October with Iceland as its main sponsor. It will compete against X Magazine, a weekly glossy title published by Haymarket, the publisher of  MediaWeek.co.uk

The supermarket is hoping to strengthen its current "real mums" TV drive, in which it swapped its cast of celebrities for 17 customers.

'The X Factor'-devoted supplement will feature the latest news from the show, views from the judges and contestant gossip.

As well as shared branding on the cover of the pullout, Iceland will also receive branding strips and marketing support throughout the campaign.

Nick Canning, executive director of Iceland, said: "This media opportunity gives us a fantastic chance to put together our new campaign of Iceland mums with the News of the World and 'The X Factor'. They both represent a very strong fit with our target market."

The deal was negotiated between Mediacom North and Kirsten Ashwell, creative solutions manager, News International Manchester.

Iceland partners with News of the World for X Factor pull-out

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email