The North American group of Philips Electronics is seeking to score another publicity
and advertising coup with single-sponsorship of a supplement to
Gourmet magazine. Philips is spending an estimated $ 4 million to secure exclusive advertising in a 98-page supplement
Gourmet will polybag with their August issue. The insert is intended to provoke readers into “thinking about the act of eating in a richer and more interesting way,” an approach Philips believes is consistent with their own brand image. Philips has enjoyed notoriety (and presumably results) with the solo sponsorship technique in the past. The electronics giant one sponsored an entire episode of
CBS 60 Minutes on television, and as
reported by
Marketing Blurb, reordered the insides of
Business 2.0, Fortune, People and
Time magazines. We learned about this from
The New York Times (free registration required.)
Photo Credit: Philip Electronics
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