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THE CHOIRBOYS THE CHOIRBOYS (UNIVERSAL CLASSICS & JAZZ)
Bishops, cabinet ministers and regional heads of the UK Women's Institute have all been targeted by Universal Classics & Jazz as part of a campaign for the self-titled debut album by The Choirboys, which is released today (Monday). As part of a tongue-in-cheek effort by Universal to "lobby from God down", they have been serviced with copies of the album in a bid to motivate support and, ultimately, sales.
The Choirboys are currently enjoying 8-1 odds for the number one Christmas single with their version of Eric Clapton's Tears In Heaven, with Universal Classics & Jazz head of consumer marketing Tom Lewis noting this is the start of a long-term campaign for the group. "If this album ignites the way it feels like it's going to, I feel we can take it through to mid-2006," he says. "Beyond Christmas, we are looking toward opportunities around Mother's Day and Easter gift-buying periods and also periods with a religious association."
Universal has left no stone unturned in this latest campaign and will this week begin servicing "backing the boys" campaign packs containing posters, badges and stickers to boys schools, primary schools, parents and friends. In addition, Universal is set to dispatch guerrilla marketers to each member of the Choirboys' hometown to ...