Fiat has signed on as exclusive launch partner for the new-look ELLE website as part of a major collaboration to coincide with Fashion Week Australia.
The partnership comes as the redesigned website launches today with new ad capabilities and greater commercial integration opportunities.
Fiorella Di Santo, director of sales at Bauer Media, said: “The new ELLE site is optimised for enhanced advertiser integration, and we’re delighted that Fiat has come on board as our launch partner to demonstrate these capabilities to full effect.”
Fulvio Antonelli, director of marketing at Fiat Australia, said: “Fiat is thrilled to be the launch partner of the new ELLE.com.au website.
“ELLE’s status as the premier fashion publication and its track record for innovation and integration in the digital space align beautifully with Fiat’s own brand values. The Festival of Fiat, led by the fashionable Fiat 500X SUV, is the perfect vehicle for this collaboration.”
The ‘Festival of FIAT’ campaign will incorporate the FIAT 500X SUV across video, an interactive car hunt, written and social content as it offers an intimate behind-the-scenes look at Australia’s premier fashion and lifestyle event. Former AFL star and hot new presenter Tom Derickx, will be the guide for the week, highlighting the latest fashion innovations, trends and fascinating people with a certain kind of X factor.
Consumers can win the chance to see how fast they can spend $5,000 in a Fiat in the ‘Find the FIAT’ competition hosted on the website. Clues to the location of a FIAT 500X will be hidden throughout the site.
The integrated campaign will be amplified across the To Love Network of brands and in ELLE magazine.
Justine Cullen, editor-in-chief of ELLE Australia, said: “Fashion Week is the biggest event in the Australian fashion calendar, so what better time to unveil ELLE’s fresh new online look.
“At ELLE, our focus is always on innovation, and the new site will allow the team to bring the highest quality fashion week content to our audience in the fastest and freshest way possible.”