The Observer has teamed up with The Ministry of Sound to produce a limited edition CD to be given away free with the paper tomorrow (Sunday, November 18).
The CD features a selection of tracks from the Ministry of Sound's popular The Chillout Session CDs.
A national TV and radio advertising campaign has been implemented to support the promotion with TV ads running through to today (Saturday) on terrestrial and satellite stations and radio advertisements running until tomorrow morning on selected youth oriented music stations such as Kiss FM, X FM London, Heart 106.2, Capital FM and Key 103 FM.
Banner and pop-up advertisements are also running on various music websites while a fly poster campaign is targeting seven cities, and flyers are being handed out on university campuses.
Marc Sands, marketing director for Guardian Newspapers, said: "Dance music is a key interest for many Observer readers and The Ministry of Sound is a perfect promotional partner for the newspaper."
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