SHANGHAI, China (CelebrityAccess MediaWire) –Touchmedia and EMMA Entertainment have entered into an ongoing partnership to promote major music and sports entertainment acts in China.
Touchmedia is China's leading provider of in-taxi media,with touchscreens, paper posters and the company's own magazines placed in a total of more than 50,000 taxis in Shanghai and Beijing each month. It is launching in several other cities this year, including Guangzhou and Ningbo.
EMMA is most famous for bringing the Rolling Stones, Eric Clapton and most recently, Christina Aguilera to China. Their next promotion is Avril Lavigne on August 15 at Shanghai's Qizhong Arena.
"We saw again with the Christina Aguilera concert that Touchmedia's in taxi advertising is simply the most cost effective way to reach affluent white collar residents of Shanghai and Beijing" said EMMA CEO Jonathan Krane. "Their results were simply spectacular."
Micky Fung CEO of Touchmedia said, "We are delighted to support EMMA. They are enormously professional and well organized. I am sure Avril Lavigne's concert will be a huge success for them."
The sponsorships involve production of interactive icons for Shanghai taxis, as well as video commercials, touchscreen interactive sites, poster advertising and taxi magazine ads.
Touchmedia has also agreed sponsorship deals with the HSBC Golf Champions tournament in November and the Shanghai Golden Grand Prix for athletics in September, as well as to supporting the Special Olympics in October in Shanghai. "It is great to see that our media is being recognized for both its huge reach of the top end demographic and for the impact it has with the interactivity," said Fung. "These sites seems hugely popular. More than 4 million people watched the Christina Aguilera commercial on our in-taxi screens and the interactive sites are averaging more than 500,000 entries per month in 2000 taxis. The average person is spending more than a minute checking out each icon and the ticketing detail."
–Bob Grossweiner and Jane Cohen