Pandora to sponsor Girls Aloud greatest hits tour

Girls Aloud: greatest hits tour to be sponsored by jewellery brand Pandora
Girls Aloud: greatest hits tour to be sponsored by jewellery brand Pandora

Pandora, the jewellery brand, has been named the official sponsor of the forthcoming Girls Aloud tour, which was announced this afternoon.

The 'Girls Aloud Ten, the Hits Tour 2013', marks 10 years since the girl group formed and will take place between February and March next year.

As part of the brand partnership, each band member has designed their own Pandora charm bracelet, intended to reflect their personality. They will be promoted in Pandora stores nationwide.

The deal includes product placement for the bracelets, with the pop stars wearing their individual bangle in a cover photo and music video for their new single 'Something New'.

The partnership was conceived by creative content company Gravity Road and Pandora's media agency Cream. This is a diversion for the brand, which has largely done press, TV, cinema, outdoor and advertising in the past.

They will also be creating short films in which the band members discuss their lives, families and special memories. During the shorts, they will discuss their Pandora bracelets.

In addition to the content, members of Pandora's online loyalty scheme will have the opportunity to purchase tickets to the tour 48 hours before the general release. Anyone who signs up to the scheme during this two-day window will automatically be entered into a prize draw to meet the band and receive a free bracelet.

Pandora did not disclose the sum it paid for the sponsorship deal.

Peter Andresen, president of Western Europe for Pandora, said the partnership is the first of its kind for the company.

"We hope the activity throughout our stockists and on our website will capture the excitement of the reunion and allow fans to share their experiences and memories of Girls Aloud."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers