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Press Office - Press Releases
LOADED GEARS UP FOR MASSIVE 10TH BIRTHDAY CELEBRATIONS
April 5, 2004
The UK's best known and most recognized men's monthly, Loaded, is preparing to celebrate its 10th birthday in spectacular style. Readers can expect to find a jam-packed issue featuring a nostalgic look at all the best bits of Loaded since its launch in 1994, in one of three sexy bags containing an array of cover-mounted gifts and vouchers, and supported by a tactical, above-the-line campaign.
The special anniversary issue commemorates 10 years of cutting edge editorial and features some of the most bizarre and extraordinary moments experienced by Loaded journalists over the years. A special Perfect 10 section commemorates the triumphs and tantrums coupled with the blood, sweat and tears that's gone into producing one of the most iconic magazines in the last ten years.
Martin Daubney, editor of Loaded says: “Loaded is the best magazine I have ever put my name to. This birthday marks the start of a new era for us and we are only going to get bigger, stronger and better than ever before. Everyone has made Loaded what it is today is gonna have the biggest knees-up yet when we all get together to celebrate our big tenth birthday."
The 10th birthday edition will be distributed in three variant bags starring Britain's most popular Page 3 girls, Michelle Marsh and Lucy Pinder. Alongside Loaded's anniversary issue will be an exclusive 24-page cover-girl photo book. The issue is also packed with cover-mounted gifts including a set of Totty Trump cards, a voucher for a pint of lager at all Walkabout pubs, and a pack of xstals energy sweets. The issue also offers one lucky reader the chance to win their very own 24 hour Loaded experience with nine of their best mates.
Advertisers are also helping Loaded to celebrate. Eddie Jordan's legendary team, Jordan Grand Prix, booked 6 pages of the May issue featuring the cars, the girls and the personalities that make Jordon Grand Prix the most glamorous Grand Prix team in the world. And they're not alone. Right Guard Xtreme men's antiperspirant helped organize Loaded's most extreme stunt to date. A double page advertorial shows Loaded journalist, Crazy Paul, bungee-jump into Napalm not just once, but six times.An above and below-the-line campaign including press ads, tactical 46 and 98 sheets and a series of stunts will support the 10th birthday issue. The press ads and poster campaign will feature cover star, Michelle Marsh, burning her bra with the caption, '10 Years Fighting for Feminism'. Creative is by Farm. The below-the-line campaign will be asking London to join Loaded in its Fight for Feminism, and will include a series of stunts that will launch the bumper issue on April 7.
In addition to all of this, cover stars Michelle Marsh and Lucy Pinder will be hosting magazine signings on April 7, at both Liverpool Street and Waterloo mainline stations.
To celebrate the whole campaign, Loaded will be holding a 10th Birthday Awards party attended by a host of celebrities at a West End hotspot.
Andrew Sumner, publisher of Loaded says: “As the magazine that started it all, it's only right that Loaded celebrates ten years of unrivalled hedonism with a huge birthday present for all our readers. Here's to the next ten - the best is yet to come!"
Specifically, some of Loaded's best ever moments include a drug fuelled canoe trip down the river Wye to commemorate one of its favorite movies, Deliverance, illegal street car racing in Russia with dire consequences, and more recently, operation Feed Blaine which involved a remote controlled helicopter and a cheeseburger flying around a delirious David Blaine, who was suspended in a Perspex box above the Thames for 40 days. The stunt received worldwide press and broadcast attention, including Jude Law talking about it on one of America's most watched prime time talk shows, The Tonight Show with Jay Leno.
Loaded exploded onto the scene back in 1994 and established one of the most successful magazine genres of its age. A mass of copycat titles were published in the wake of Loaded, but none spoke more effectively to today's men, who immediately identified with its irreverent humour and fearless journalism. Within nine months, Loaded had become the men's lifestyle market-leader and one of the most celebrated launches in magazine history, defining an entire decade of upbeat laddishness.
Loaded's 10th anniversary issue goes on sale April 7.
For further information, please contact Edwina Jenner, senior press officer, IPC Media, Tel: 020 7261 5710 or Email:
edwina_jenner@ipcmedia.com
