RCS Mediagroup in Italy is launching the first of a 30-part Popeye comic album series during the weekend of August 4. The comic albums will be published as purchase-with-purchase inserts to La Gazzetta dello Sport, Italy’s leading source of sports news and, with nearly 4 million readers, the most-read daily newspaper in Italy. The full-color series is the first Italian retrospective in decades of all the Popeye comics drawn by E. C. Segar, creator of Popeye, and will appeal to fans and readers of all ages.
This launch is supported by multimedia promotion, including TV commercials on RAI and La7, 200 radio spots, print ads in La Gazzetta dello Sport and Sportweek magazine, and a digital campaign aimed at subscribers. The launched was specifically scheduled to coincide with the annual mass exodus of most Italians for August holidays. During the launch weekend, special point-of-purchase promotional displays will appear in kiosks in the main Italian train stations, including Milan, Venice and Rome.
Popeye’s heritage in Italy dates back to the 1930s, when he was first called Braccio di Ferro (“Iron Arm”). Generations of fans have read and laughed and been entertained by the adventures of Popeye and his cohorts.
The licensing deal was brokered by King Features’ Italian agent, Premium Licensing.
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