Look drives new bus campaign
IPC is rolling-out a bus advertising campaign as part of its £18 million marketing strategy to market its new weekly glossy Look.
The national campaign for Look will be driven around on buses servicing Greater London, East Midlands, Strathclyde, West Yorkshire, Tyne & Wear and Belfast.
A television ad campaign for IPC’s new high street magazine, which launched in February, is currently running and the bus campaign is the second phase of the integrated strategy.
Look’s target market is 20 to 30 year-old women interested in fashion. Its closest rival’s are Emap’s fashion weekly Grazia, which targets a slightly older and more high-end reader, and celebrity titles such as Heat and Closer.
The creative for both the TV and bus campaigns were developed by Hurrell & Dawson and media agency MediaCom coordinated the buying and planning activities.
Look aims to sell 250,000 copies after its first year.
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