By Matthew Henry
SYDNEY: Motorola Australia has entered into a two-year strategic partnership with Mercedes to become a ‘premium partner’ for the Mercedes Australian Fashion Week, and will use the event to show off the multimedia capabilities of its new 3G-enabled RAZR V3i mobile phone.
Running from April 26 to 30, the Mercedes Australian Fashion Week will host high-profile fashion shows in Sydney and Melbourne, and Motorola hopes the promotional partnership will align its mobile products with the event’s focus on cutting edge fashion and design.
As part of its planned promotional campaign, Motorola will make video clips of the catwalk fashion shows available for download to a mobile phone handset through its website. Short clips up to three minutes in length will be available shortly after each event.
“We have worked hard to take strides that place mobile devices in an entirely new light, with strong commitments to the fashion, music and design spaces. What better way to reaffirm our commitment to making fashion accessible than by delivering content to consumers?” said Motorola managing director, Andrew Volard.
Although 3G mobiles will have the fastest download speeds, the clips will be available to all handsets with internet access and video playback.
Motorola will run an advertising campaign through the NineMSN website during the show which will divert consumers to the download page. The company will also run print advertising to drive awareness and will launch an exclusive consumer promotion through Optus stores.
Motorola’s premium partnership deal will extend to the 2007 Mercedes Australian Fashion Week, but the promotional activities are expected to be different next year, said a Motorola spokesperson.