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NOW'S THE TIME TO ENJOY ENGLAND! - CELEBRITY WEEKLY PARTNERS COI FOR FIRST EVER AD-FUNDED TRAVEL FEATURE
October 16, 2006
Now, IPC Connect's hugely successful weekly celebrity brand, has partnered with the Central Office of Information and its media agency MediaCom to deliver its first ever advertiser-funded travel feature.
Working closely with Enjoy England - the domestic marketing arm of VisitBritain, the national tourist office for Britain - Now has created a bespoke campaign kicking off this week with a four page cover feature.
The activity – developed by the IPC Weeklies Solutions and part of IPC Advertising's Access All Areas initiative* – works in tandem with Enjoy England's latest TV campaign, England's Best Kept Secrets. The four page feature offers Now readers ten great ideas for things to do or places to stay in England. Enjoy England is branded strategically throughout, encouraging readers to send off for a brochure, while the promotion also contains a competition to win a weekend away.
Following the four page feature will be a series of advertorials and competitions running over the next three months - with all editorial written by Now's travel editor, Linda Dearsley and produced by Now's expert design team.
The deal was put together by Amanda Smyth, Enjoy England marketing manager for VisitBritain, MediaCom senior planner/buyer Katie Rye and IPC Weeklies Solutions business development manager Jonathan Murphy.
Amanda says: "Celebrities lead the way in setting consumer trends for fashion, music, cooking and, of course, travel. By working with Now, we have been able to raise new audiences' awareness about some of the best places in England for a short break and prove that this country is home to the hottest, hippest, most happening places to see and be seen."
Jonathan adds: "This joint activity really exemplifies the creative potential of magazines, as well as IPC's Access All Areas approach to our partnerships. Enjoy England's intention to drive interest in short breaks in the UK chimes perfectly with Now's audience and the weekly frequency of the magazine. We've been able to create a unique environment for Enjoy England within Now, with complete editorial support."
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About Now - Now is the UK's best-loved celebrity magazine. It's packed with the biggest celebrity news, the latest gossip, the coolest styles and the best pictures. It has everything a reader needs to know about celebrity life and much, much more. On sale every Tuesday.
About IPC Connect - IPC Connect is the women's weeklies division of IPC Media. Its market-leading portfolio of magazines also includes Now, the UK's leading celebrity weekly, Pick Me Up, Chat, Woman, Woman's Own and Woman's Weekly.
About Access All Areas - IPC Access All Areas makes it simpler for advertisers and their agencies to unlock essential planning information, consumer insight and creative resources through a simplified structure with clear points of entry. See http://www.ipcadvertising.com/accessallareas/ for more details.
For further information, please contact Chris Taylor, head of media relations, Tel: 020 7261 5276 or email chris_taylor@ipcmedia.com
For high-res cover images go to www.ipcmedia.com/press/imagebank.php
