Nescafe to spend multi-millions on MTV global deal

<p>SINGAPORE: In a bid to expand its youth market base, Nescafe has </p><p>partnered with MTV International in a multi-million-dollar global </p><p>sponsorship alliance. </p><p><BR><BR> </p><p>The worldwide campaign also includes advertising, events, web-based </p><p>radio and digital consumer relationship marketing. The McCann WorldGroup </p><p>will handle the project. "We wanted a partner that was youth-focused and </p><p>aimed at Nescafe's core target of 16 to 24-year-olds," said Universal </p><p>McCann client services director James Ringshall. An image campaign </p><p>airing on MTV will run until September, culminating in Nescafe's global </p><p>sponsorship of the Video Music Awards, which is aired on MTV channels </p><p>around the world. </p><p><BR><BR> </p><p>Representing the largest sponsorship deal for MTV International across </p><p>its various channels, the deal in Asia will include sponsorship of a </p><p>brand new show called MTV Soundcheck, which includes an online voting </p><p>element. </p><p><BR><BR> </p><p>MTV Networks International advertising sales vice-president, David </p><p>Clark, said: "This deal shows how Nescafe's global buy has achieved a </p><p>value and impact that would not have been possible had it been executed </p><p>on a local or region-by-region basis." </p><p><BR><BR> </p>