Capital VIP in promotion link-up with CosmoGirl!

Party organiser Capital VIP has signed a deal with Teen magazine CosmoGirl! that will create a range of sponsorship and editorial packages enabling teenage brands to target 14 to 16-year-olds.

The deal will mean brands in teenage fashion, beauty, music and entertainment in particular will be able to sponsor any of the seven events in the Capital VIP calendar. CosmoGirl! will offer editorial and promotional support in the magazine, online and through a bulletin to its mobile phone text club.

The magazine has a circulation of 198,324.

Capital VIP is well known for its parties for 14 to 16-year-olds in London, with drugs and alcohol banned and policing of the ban maintained strictly by on-site stewards.

Capital VIP events on offer with the deal include Valentine Party, Illusion Party, May Day Party, The Oasis Prom Party, Summer Reunion Party, La Fiesta and Mistletoe Party. The firm will continue to target its own database of text and email subscribers.

Celebrity sons and daughters, including those of the PM Tony Blair, Prince Charles and Sir Richard Branson, have been among the average 1,300 revellers who attend the central London parties where tickets normally cost around £40 each.

Cosmopolitan Group PR manager Caroline Wood said: ‘The parties are for a very keen but savvy audience so all marketing ideas have to be creative and quite clever.’

Capital VIP maintains the credibility of its parties, not only by policing its drug and alcohol ban, but by restricting ticket sales to parents only and by selling the tickets themselves rather than through vendors.

The firm also ensures parents deliver and collect their teenage children at all events.

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