- Home
- About IPC Media
- About our brands
- Contacts
- Press Office
- Licensing & Syndication
- Subscriptions
- Job Opportunities
- Advertising
- Marketforce
- IPC Direct
Press Office - Press Releases
IPC SOUTHBANK CREATES IDEAL HOME DM FOR BHS PROMOTION
April 28, 2006
IPC SouthBank has produced a mini version of its market-leading homes magazine, Ideal Home, to promote the launch of two new British Home Stores out-of-town superstores in the North West of England. The 28-page sample magazine is SouthBank's first direct mail venture and will be delivered to 60,000 homes in the local area.
The sample Ideal Home includes articles from the May issue as well as bespoke content showcasing the British Home Stores range and promoting the new superstores, which offer a hugely expanded range of homeware products, compared to the Bhs high street stores. As part of the deal, Ideal Home stylists also provided advice on interior design to customers at the store openings.
The partnership was devised and negotiated by Bhs's media planning and buying agency, MPG. The agency's head of strategy, Martin Thomas says: “British Home Stores has a good story to tell, but faces the challenges of encouraging consumers to reappraise the expanded store offer and of cutting through the high level of direct mail clutter generated by the retail market.
“By leveraging the authority and the look of Ideal Home and commissioning its professional journalists and designers to handle the project, we will substantially increase response rates. We find this type of heightened collaboration with media partners really leads to more innovative solutions that deliver greater cut-through.”
Sue Valentine, group account manager of IPC SouthBank Solutions, adds: “We were delighted to work with MPG and Bhs to promote their new British Home Stores. This is Ideal Home's first foray into direct mail and the mini magazine looks fantastic.”
-ends-
Notes to editors:
Ideal Home is the UK's best selling home title and has been the voice of the British homeowner for over 80 years. Its family-orientated readers do their homework before embarking on projects and are looking for inspiration to help them make the most of their homes. No magazine offers more creative ideas, decorating inspiration, real homes and expert advice on consumer issues and life at home than Ideal Home
IPC SouthBank provides a magazine for every stage in a woman's life. Its magazines offer unrivalled breadth and reach in the women's market, delivering a readership base of over eight million. IPC SouthBank is focused on, and organised across, four key sectors: fashion, home interest, women's lifestyle and specialist.
IPC SouthBank's home interest portfolio comprises Ideal Home, Homes & Gardens, Country Homes & Interiors, Livingetc, 25 Beautiful Homes and 25 Beautiful Kitchens.
For further information, contact Victoria Higham, IPC Media senior press officer
Tel: 020 7261 5710 or email victoria_higham@ipcmedia.com
For high-res cover images go to www.ipcmedia.com/press/imagebank.php
