Smirnoff has teamed up with Zane Lowe to push the £8million marketing campaign to the forefront, the radio 1 DJ has been promoting the Smirnoff Nightlife Exchange Project featuring in news articles throughout the PR campaign. They have chosen a well known voice of popular music. Radio one being the most listened to radio station in the UK, he hosts his own radio show as well as touring at UK and international events.
"Once all of the suggestions were in, BBC Radio 1 DJ Zane selected the ones that best represented the nations vibrant and varied nightlife"
He has been brought to put a recognisable face to the brand and has proved very successful promoting previous nights for Smirnoff last year. He has also featured on interviews and event hosted and played previous events. In other country's where these events have been held they will also feature an international equivalent DJ or host to be involved with the marketing campaign. They also asked him to help select the proposed themes for the nights.
Both lengthy paid for advertorials and organic PR in Time Out, Shortlist, Stylist, London newspapers, Grazia and others.
MTV have also created an online hub for the Nightlife Exchange, this includes a paid for piece of online video content presented by MTV news reporter Tim Cash.
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DUBNIUM
DUBNIUM does not stretch to such print media and articles as it is solely based on an emerging underground music scene. When they are mentioned in any other media is it usually twinned with promoting another upcoming event with more status such as 'Outlook Festival' in Croatia. These events marketing campaigns are intertwined and they cross promote by organising nights such as 'Outlook Festival Reunion Party'
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