Emap Promotes Closer With Give-Away
Emap is spearheading the launch of its new women’s title, Closer, (see Emap Gets Closer To Women’s Market With New Launch), by giving away over 1 million free copies of the magazine via door drops and promotions at key outdoor locations.
Distribution will be organised around the four major TV regions: Carlton, Central, Granada and Yorkshire. The promotion will be supported by a series of TV commercials running from the 18th to the 22nd of September. Emap is aiming to reach a target audience of women aged between 16 and 60.
Anne-Marie Lavan, head of marketing at Emap Elan, commented: “The sampling campaign is designed to target people as they go about their normal lives, at home, while travelling, working or shopping. The sampler will be a complete issue of Closer a full week before the first edition hits the news-stands.”
The promotions in shopping centres and railway stations will be signed with a 12-foot high giant magazine cover, with promotional teams wearing “get Closer” T-shirts. The railway stations involved include London Victoria and Leeds City station. The shopping centres targeted include Bluewater, Lakeside and the Trafford Centre in Manchester.
The new launch is Emap’s first strategic move since Hachette Filipacchi ended it’s joint ventures with the group, taking with it the fashion heavy-weight Elle titles (see Red’s Future Uncertain After Emap And Hachette Split). Insiders have suggested that Closer is the first of a series of new projects in the pipeline at Emap, which have been developed in response to the split. Emap is also concentrating on strengthening it’s existing titles and is in the process of developing an online presence for More magazine. It has also increased it’s investment in it’s trademark New Woman title.
Earlier this month Emap announced it is to increase the take-up of SMS services across its entire media portfolio with the creation of a new role of mobile business director (see Emap To Boost Wireless Up-Take Across Media Portfolio). Hachette Filipacchi has also announced new SMS packages for advertisers, across its portfolio of titles (see Hachette To Launch New SMS Marketing Service).
Emap: 01733 568 900 www.emap.co.uk
Hachette Filipacchi: www.hachette-filipacchi.com
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