Fashion magazine Marie Claire is set to celebrate its 20th birthday with a multi-million dollar marketing campaign including a world-first cover execution.
Founding editor and publisher Jackie Frank, who was featured for B&T’s Women In Media, told The Australian that the September edition will feature a ‘world first’. All subscribers to the fashion magazine will receive a personalised copy of the mag with their name printed on the cover.
“It was really exciting,” Frank said. “All the subscribers get it because they’re the most loyal. Our advertisers who supported the issue get it, and a couple of select fashion and beauty influencers.”
Throughout the on-sale period, marie claire will run a huge marketing and PR campaign. The magazine will run TVC and billboards on Channel 7, print ads in various publications and roll out a digital outdoor campaign across the eastern seaboard to promote the issue. There will also be integrated exposure across the Yahoo!7 network with a focus on engaging the social media audience through video content.
Channel 7 will also produce a one-hour TV special celebrating the magazine’s best moments from the past 20 years. Airing on August 23, the program will include interviews with some of Australia’s best-known stars and iconic fashion identities, including Jennifer Hawkins, Megan Gale, Dannii Minogue, Jessica Mauboy and Alex Perry.
Frank has also announced that she will be leaving her position as editor: “From this edition, I hand over the editor’s position to Nicky Briger who has been part of the marie claire family from the start, and together we’ll make an unstoppable team.”
Incoming editor Nicky Briger said: “I worked on marie claire for six years from launch to 2001, so I’m thrilled to be working on my favourite magazine again – it’s like a homecoming. It’s been a blast looking back on the past 20 years, and I’m just as excited about the next 20!”
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