Mediamix: Fragrance Shop; Blaze; Silentnight

FRAGRANCE retailer The Fragrance Shop has launched its biggest ever pre-Christmas advertising campaign with a major TV sponsorship deal and a nationwide One Direction competition.

The Trafford Park-based retailer will be the official sponsor of all Christmas content on seven music channels owned by Box Television, the joint venture between Bauer Media Group and Channel Four Television Corporation.

Brokered by WPP’s MediaCom, the agreement includes sponsorship of the Christmas content across More4, 4Music, Heat, Kiss, Magic, Smash Hits and The Box channels. It also involves 1,000 30-second competition spots supporting the new One Direction ‘Our Moment’ fragrance and a One Direction competition.

A tandem digital campaign on the brand’s website and social media channels will also promote the competition, as well as in-store material across its estate.

Chief executive Sanjay Vadera said: “For many of our customers, music and fragrance are both important and complementary aspects of their identity and self-expression. That’s why they are such popular choices for Christmas gifts across all age groups.

“The agreement provides a perfect platform for us to build our brand awareness and values with a key audience throughout a key trading period. It also demonstrates the level of investment we’re putting behind the brand to support our investment in our retail estate and online channel.”

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FORMER Knight Frank agent Daniel Bourmad and property marketer Kevin Whitter have teamed up to launch a new marketing business.

They have created Manchester-based Blaze Marketing to offer design and marketing services to the property sector.

Mr Bourmad said: “We’re offering clients bright ideas that will move them. From branding, brochures, digital and online solutions to longer-term strategic campaigns with a spark, we promise to deliver unique results.

“At Blaze, our USP is that we undoubtedly understand more of what our clients want and need due to our sector experience. Our knowledge of both sides of our clients’ needs, offers unrivalled creativity grounded within solid property business strategy, and gives us the ability to provide valued-added new ideas to the situations they face.”

Mr Whitter said: “With a wealth of experience working with local, national and international brands, Daniel and I fully understand the needs of our clients, and can fill a much needed gap in this market.”

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LANCASHIRE bed manufacturer Silentnight has launched a national awareness campaign to expose potentially dangerous mattresses.

To highlight the potential life-threatening danger to consumers, it has developed an educational video with an independent testing authority, to emphasise the importance of buying products that conform to UK Fire Regulations.

All brands and products manufactured by the Barnoldswick-based group, from Silentnight, Sealy, Rest Assured, Layezee, Perfecta and Pocket Spring Bed Company comply fully with UK legal requirements and statutory standards.

The manufacturer is calling for the industry to clean up its act, supporting the National Bed Federation’s new Code of Practice.