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Emporio Armani Diamonds perfume links with MTV

Giorgio Armani’s perfume Emporio Armani Diamonds has reached an agreement with MTV UK to become the headline sponsor of its annual music campaign ‘MTV Brand New for 2013’.

Through the partnership, Emporio Armani Diamonds-branded music gigs will take place from December onwards. The 10 artists and each gig will be broadcast on MTV UK, accompanied by Emporio Armani Diamonds idents.

The partnership will run for eight months and be promoted via on-air promotions, off-air brand marketing activity, online and social media.

This year’s ‘MTV Brand New for 2013’ campaign kicks off with a launch event at Armani’s flagship store on Bond Street, London on September 6. ‘Brand New’ graduate Labrinth will perform at the event, which will later be shown on MTV Music on October 1.

The deal was negotiated by ZenithOptimedia and MTV’s ad sales partner Sky Media.

“MTV Brand New For 2013 is about unearthing and supporting great new music talent,” says Viacom Brand Solutions UK & Ireland vice-president, commercial director, Mark Swift. “This partnership will seamlessly align Emporio Armani Diamonds with 'MTV Brand New For 2013', while promoting the perfume to UK audiences and underscoring the brand partnership to creatives, artists and the UK and international music industry.”

Jenni Baker, London