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The Branding of Marian Keyes

Marian Keyes is one of the UK’s top selling proponents of chick lit, so no wonder her publisher, Penguin, has teamed up with Viacom Brand Solutions to sponsor a weekend of programming, called “The Funny Side of Love”, on its Paramount and E! channels to coincide with the paperback launch of Marian Keyes’ novel ANYBODY OUT THERE. Revolution Magazine’s Alex Donohue reports that VBS has created a 30-second promotional spot featuring Keyes, details of her novel and a competition to win a trip to New York through Continental Airlines Vacations, which will air on the channels on February 17 and 18.

Elizabeth Smith, Penguin Books marketing director of commercial fiction, said: “We approached VBS with the brief of wanting to work beyond straightforward ad spots to introduce the Marian Keyes brand to one of their core demographics — and from this the sponsorships idea was born.”

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