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THQ signs magazine deal for Juiced

In anticipation of the game's release on May 13, publisher THQ has signed a deal to promote new street racer Juiced with extensive coverage in Fast Car magazine.

The game, which is launching on PS2, Xbox and PC, will receive more than 35 pages of coverage in the Highbury House title. It will centre around a seven month programme of modifications to a Mazda RX-7, valued at over £50,000, which will be given away via a text-to-win competition. There will be additional SMS campaigns across the Highbury portfolio, along with a series of email promotions.

"Juiced is all about real street racing so what better way to talk to people involved in the actual scene than via Fast Car," said Jon Rooke, UK Product Marketing Manager for THQ.

"We're delighted with the level of support Highbury Leisure are able to give us for our first entry into the racing game genre."

THQ has also signed up as official show sponsor of Fast Car. Juiced demos, free gifts and competition prizes will be handed out to consumers at six of the UK's high profile car shows, attended by an estimated 150,000 visitors.

"Because our promotions, editorial, advertising and publishing teams work so closely together it is possible for us to provide advertisers with a truly unique package that can precisely meet their brief," said Steve Ray of Highbury House.

"This deal shows how we are able to fully integrate a brand into the entire scene through Fast Car in addition to the usual techniques employed to reach a market."

The new deal will come into play with the April edition of Fast Car magazine and will continue throughout 2005.

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Ellie Gibson

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Ellie spent nearly a decade working at Eurogamer, specialising in hard-hitting executive interviews and nob jokes. These days she does a comedy show and podcast. She pops back now and again to write the odd article and steal our biscuits.