Pandora to sponsor Park Street

By By Prue Corlette | 11 January 2011

Danish jewellery brand Pandora is to sponsor Foxtel's new fly on the wall series, Park Street, which is about life at ACP Magazines.

The exclusive deal includes in-magazine activity, including a three-month advertorial component, across all five titles involved in the show - Cosmopolitan, Cleo, Madison, Shop Til You Drop and Dolly - as well as in-program brand alignment, opening and closing billboards and social networking activity.

"Magazines influence millions of women every day, and Pandora has forged a strong and active relationship with these ACP titles to communicate our brand to their readers," said Pandora head of marketing and communications Jeff Burnes.

"Park Street is an important vehicle for Pandora to demonstrate the brand values of handcrafted jewellery made from genuine materials. Through our sponsorship, we will inspire women to style their own individual looks."

Foxtel head of advertising sales and sponsorship, Andrew Mulready, said there had been "strong" interest in the new show from advertisers.

"It's that glamourous world of fashion and magazines, and this has really hightened interest in the show."

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