Publisher Bauer Media is creating moments of escape with the ‘19 Beaches Mag Moments’ airstream bus tour featuring commercial partner Olay Whips.
The brand activation, amplified by cross-platform activity, will see Bauer’s most-loved brands visit 19 beaches across NSW, Victoria and Queensland in January to help people unplug and enhance their beach escape this summer.
The ‘19 Beaches Mag Moments Tour’ will travel the East Coast in an airstream bus, giving beachgoers the chance to sample Olay Whips, as well as win prizes such as the latest magazines and branded merchandise from The Australian Women’s Weekly, Woman’s Day, NW, OK!, ELLE, Harper’s BAZAAR, real living, Australian House & Garden, Country Style, Inside Out and Australian Gourmet Traveller.
The silver and pink branded airstream and Landcruiser will tour the coast as a moving billboard and make people stop in their tracks to encourage them to take a ‘mag moment’ this summer and start the year right.
Louise Cankett, marketing director at Bauer Media, said: “We know that magazine sales rise by up to 15 per cent in warmer months as consumers choose to unplug with a magazine in their downtime.
“With a movement to balance screen time, we wanted to reconnect with readers and introduce new people to the joy and escape that comes from reading a magazine. Visiting iconic holiday beaches this summer was the perfect way to do so.”
Olay marketing manager Sabrina Ayala Mayorca said: “We are finally bringing North America’s number one new product of 2018 to Australia, Olay Whips.
“With research showing that skin can get oilier during summer, this is the perfect time for Aussies to try this ground-breaking new formula.
“We are delighted to partner with Australia’s most-loved magazine brands on this exciting summer initiative.”
Marketing support will include a 15-second TVC, print ads, EDMs, display and social across Now To Love, and point of sale in major retail outlets in key tour locations.