Rapper’s EminemX wrapper
Tonight’s edition of News Corp’s commuter paper mX rebranded for the day as EminemX to promote tickets going on sale for the hip hop artist’s February tour of Australia.
Eminem’s tour covers Sydney, Melbourne and Brisbane and all three editions of mX rebranded for the day with a wrap on the paper.
The cover wrap represents the biggest execution from promoter Dainty Group to promote the tour.
Dainty’s marketing director Edwina Tarrant said: “We had been looking for high impact, visually exciting advertising opportunities to launch one of our biggest campaigns of the year – and we found mX to be a perfect fit for this artist. Most importantly, the EminemX wrap is a certainty to resonate well with mX readers.”
mX publisher Fiona Mellor said: “With this execution, we are taking the unprecedented step of integrating the man with the masthead.”
The front and back mX cover wrap
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Nice one Ed and Dainty team and Vaya and MX team
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No Darwin tour?
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ive got something else on that night…..
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Was definitely noticeable and got me thinking about going…
No price shown = high price?
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