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Brother Sony EMI

EMI and Brother team up for consumer promotion

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By The Drum Team, Editorial

December 27, 2010 | 2 min read

Music company EMI and Brother International have teamed up for a new consumer promotion that is set to launch across Europe in the New Year.

The Manchester marketing team for Brother will work alongside EMI to run a 2-for-1 music album incentive across two million inkjet cartridge packs being distributed across 23 countries from January.

The promotion will be supported by point-of-sale, press, online banners and a micro site, with over 10,000 albums available including artists such as Katy Perry, Coldplay, Norah Jones, Robbie Williams, The Beatles, Queen and many country specific acts.

Andrea Welch, marketing team leader at Brother International Europe headquarters commented: “We’ve teamed-up with EMI to create a campaign that’s designed to have mass market appeal. This high-profile European promotion provides an added incentive for customers to use genuine ink cartridges.”

The launch of this new promotion follows Brother’s GHOSTBUSTERS themed promotion, which featured on its inkjet cartridges in Europe last year, in partnership with Sony Pictures Home Entertainment.

Brother Sony EMI

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