MGM’s marketing team won the “Promotion of the Year” award from the International Licensing Industry Merchandisers Assn. for its campaign on behalf of the recent James Bond pic “Tomorrow Never Dies,” the 18th installment of the 007 adventure series.
Leo last won the award in 1996 for marketing efforts related to the previous Bond film, “Goldeneye.” The United Artists signature film franchise is one of MGM’s most important properties.
LIMA’s best-promotion award recognized MGM’s innovative approach to hawking the Bond film, with elements that included tie-ins with corporate partners such as Avis, BMW, Ericsson, L’Oreal, Omega, Smirnoff, TBS and Visa.
MGM’s Karen Sortito, exec VP of worldwide promotions and corporate sponsorships, accepted the award on the company’s behalf.