Mitsubishi signs Daily Mail cross-media deal

Associated New Media, the digital wing of Associated Newspapers, has secured an exclusive deal with car giant Mitsubishi to run across both print and online editions of the Daily Mail.

The six-figure deal has been signed to promote the manufacturer’s Colt 3 and 5 models and push its test driving facilities.

Activity will begin with a four-week campaign over the next month on dailymail.co.uk, with advertorial content and a raft of online advertising slots.

The press campaign will run until 26 March in the Daily Mail’s Weekend supplement and in the main section.

An additional viral campaign to hit the dailymail.co.uk’s 60,000 registered users to plug the test drive aspect of the promotion.

Mark Milner, chief operating officer at ANM, said: “This is a lovely example of how our clients can achieve multiple objectives through one campaign, creatively using both the Daily Mail online and the newspaper.

“Obviously there is a great brand fit between Mitsubishi and the Daily Mail and we are able to provide a perfect match for their target audience.

The deal will also form part of an in-depth brand awareness project by ANM’s Insight team.

Milner added: “Working closely with our newspaper colleagues, we have seen a significant increase in cross media deals, many of which are taking advantage of our Insight team's experience in running branding and awareness research.”

By Kevin May

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