SBD/February 3, 2011/Marketing and Sponsorship

Diving In: Nissan Signs Marketing Deal With SI For Upcoming Swimsuit Issue

SI-Nissan deal will let readers vote on who appears in future Swimsuit Issues
Sports Illustrated has signed a marketing deal with Nissan for its upcoming Swimsuit Issue "that will let readers vote on who gets to appear in a future issue," according to Russell Adams of the WALL STREET JOURNAL. A source said that Nissan "agreed to spend in the mid-seven figures ... with a campaign dubbed Model vs. Model." Nissan "purchased a four-page spread in this year's issue featuring swimsuit models matched with Nissan cars," and "for three weeks after the issue hits newsstands Feb. 15, readers also will be able to vote online and by other means on which of several unknown contestants merits a spot in next year's issue." Each of the automaker's print ads "will have a bar code that, when photographed on a smartphone, sends the reader to a website to view photos and video shoots of the eight amateur-model contestants." The reader "then can vote for who should appear in next year's issue." Adams notes last year's Swimsuit Issue "had about 72 ad pages and sold 925,000 newsstand copies." SI officials said that ads "have started to pick up and they expect to have more than 90 ad pages in this year's issue." The magazine "has moved in recent years to become less dependent on the brittle market for print ads, which in the swimsuit issue cost about $330,000 a page and typically have accounted for about 95% of the issue's revenue." The magazine's effort to "wean itself from print ads has included creating television specials and Las Vegas launch parties for sponsors." This year, print ads "will account for just 55% of the revenue generated by the swimsuit edition," while "another 30% will come from digital initiatives, with the balance coming from so-called experiential marketing" (WALL STREET JOURNAL, 2/3).
Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug