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New Borjk album campaign aims to cross over into classical arena.
One Little Indian is confident that its marketing package for Bjork's latest album Vespertine will extend her crossover appeal to classical music fans.
The company is aiming for a top five chart placing for the August 27-issued album and head of marketing Rob Jefferson says the promotional campaign reflects the unique tone of the album, which has been recorded with a 60-piece orchestra and a 60-piece choir.
"Once again she has produced an album which does not pigeon-hole her but which is another unique Bjork record and the orchestral element should widen her appeal," says Jefferson. "Musically she has always been artistic and creative so the marketing must reflect that."
One Little Indian has negotiated two cover-mount deals. The Saturday edition of The Times on August 18 will give away an enhanced CD featuring eight Bjork hits, two songs from Verspertine and five videos. As part of the deal, newsagents will receive posters and shelf wobblers advertising the CD.
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