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Revlon will partner with MGM for new Bond film

Cosmetics conglomerate Revlon has announced a planned promotional partnership with Metro Goldwyn Mayer. The venture will support the 20th James Bond film Die Another Day set for release later in the year.

Revlon plans to create a global marketing campaign linked to the film that will include advertising support, in-store promotion, an online component, integrated marketing events and public relations support.

An official release informs that the global marketing campaign will reinforce Revlon's "Unforgettable Women" positioning and will be synergistic with the James Bond equity. Speaking on this, V-P brand exposure for Revlon Kristin Patrick-Petersen said: "Revlon's heritage as an exciting brand that celebrates women of unforgettable glamour and style complements the action-packed mystique of the James Bond equity."

What gives the venture a leg up is the fact that Revlon spokesperson and Academy Award winning actress Halle Berry Monster's Ball stars in the film along with Pierce Brosnan who will play the title role for the fourth time.

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