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Press Office - Press Releases
LOADED PARTNERS YAZOO FOR LOADED LAFTAS COMEDY AWARDS
July 6, 2010
Loaded has announced a brand new sponsor for its legendary Loaded LAFTAS comedy awards. Now in their eighth year, the LAFTAS will be sponsored by the nation's favourite milkshake brand, YAZOO.
The Loaded LAFTAS with YAZOO comprises a main awards event, which will take place January 2011, and a UK tour organised by the UK's number one comedy brand Jongleurs.
Kicking off in September this year – visiting London, Portsmouth, Nottingham, Croydon and Glasgow – the tour will, for the first time, include a search to find a comedy star. Following the five regional dates, the best acts will be invited to perform at semi-final dates in October.
The regional winners will go forward to a final held at London's Sway club in November chosen by an industry panel, where a winner will be presented with the 'Rising Star' award and perform at the LAFTAS awards event in front of an audience of A-list comedians and industry in January.
The winner will also receive £500, a laptop, and a money can't buy prize which will see the winner “Sim'ed” to appear in the new version of legendary computer game, The Sims.
Voting for the Loaded LAFTAS with YAZOO will begin in October and close in January. All winners will be chosen by Loaded readers. The event will be heavily promoted across Loaded magazine and www.loaded.co.uk, as well as other IPC Inspire men and music brands, Nuts and NME.
Previous winners of LAFTAs awards include Frank Skinner, Bruce Forsyth, Justin Lee Collins, Russell Howard and Michael McIntyre.
Loaded publishing director Jo Smalley says: “The Loaded LAFTAs are where the biggest names in comedy celebrate the very best in British humour. I'm delighted to be celebrating that talent with our new partner, YAZOO, who is working with us to make this LAFTAS better than ever.”
IPC Inspire Men & Music Sponsorship & Brand Solutions manager Rob Hunt adds: “We're really pleased to be working with YAZOO on the LAFTAs. It's really stepping up a gear this year with the additional involvement of Jongleurs and the top notch prize for the competition means we should find a new comedy star.”
Marielle de Jong, marketing director for YAZOO, comments: “This is a fresh and exciting campaign for YAZOO and the first time we are directly targeting the young male audience. We already know that young men are a key YAZOO consumer, and we plan to drive the category further this year by marketing directly to this audience.”
Jongleurs managing director Maria Kempinska adds: “Jongleurs has a brilliant history of nurturing the very best comedy talent. We are proud to be associated with the Loaded LAFTAS and look forward to an exciting competition to find the next big voice in comedy.”
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About Loaded
The brand that invigorated the men's magazines market in 1994 continues to head the men's monthly market in innovation more than a decade on. Aimed at 18-30 year-old-men, Loaded presents the edited highlights of a young man's interests and aspirations: sport, cars, grooming, beautiful women and gaming in clearly signposted sections.
About YAZOO
YAZOO is the nation's favourite milkshake – launched in the early 90's and now an £85million brand. YAZOO can be found in Grocery Multiples as well as the majority of out of home outlets, usually in the chilled section. YAZOO produce three popular flavours –Banana, Strawberry & Chocolate and have recently won awards for their TV commercial aired earlier this year.
About Jongleurs
Jongleurs Comedy Ltd is the company which owns the Jongleurs brand both within the UK and around the world. Jongleurs Comedy Ltd is Europe's largest chain of purpose built comedy clubs and the number one comedy brand in the UK. Boasting 25 years of consistent quality in delivery with over 3.5 million footfalls across 15 clubs nationwide, Jongleurs has a membership database of over 450,000 people. The Jongleurs Brand is one of the world's leading brands for comedy and provides a wide variety of events, content, marketing and business solutions for consumers and corporate clients.
FOR MORE INFORMATION PLEASE CONTACT:
Anna Gawan, press officer, IPC Media on 020 3148 5405 or email anna_gawan@ipcmedia.com
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