Elle Secures American Express For Fashion Partnership
Hachette Filipacchi’s flagship women’s fashion title, Elle, has secured American Express to sponsor a special talent search in conjunction with its current ‘long live dreams’ ad campaign.
The seven-month deal will see American Express sponsor a 34-page special edition of Elle, featuring the winners of the talent search. The one-off magazine, entitled Future Elle, will be produced by the eight finalists and will be cover-mounted to the May 2004 edition of the heavyweight fashion title.
The In Your Dreams national talent search will source eight people whose dream is to work on a fashion magazine. The winners will include a stylist, photographer, journalist and illustrator. The group of eight will take responsibility for the production of Future Elle.
Commenting on the initiative, Sarah Bailey, editor of Elle, said: “Throughout Elle UK’s 18-year history, the magazine has showcased fresh, spirited fashion, art, photography, pop culture and writing.”
She continued: “Handing the pages of Elle over to a group of talented graphics, fashion and journalism students and asking them to come up with their own version of the magazine is something else entirely! I’m thrilled by the prospect. I’m also delighted to be working in partnership with American Express, which has such an impressive track record in nurturing fantastic creative talent.”
The talent search will be launched in Elle’s 18th birthday October issue and will be supported by a dedicated marketing programme that will include mailings to the top colleges running courses in the relevant disciplines, a special web site where entrants can go for further information about the competition and a tailored media relations campaign.
Katherine Whitton, director of brand and communications at American Express, added: “American Express is very excited to be working with Elle magazine on this project. Both companies share a commitment to developing and nurturing new talent and we are confident that In Your Dreams will provide the opportunity and platform for aspiring writers, stylists, and illustrators to make their dreams a reality.”
Hachette recently extended the frequency of its Inside Soap magazine from fortnightly to weekly and is relaunching the title with a new modern look and increased editorial content (see Hachette’s Inside Soap Goes Weekly After Celebrity Boom).
Hachette Filipacchi: www.hachette-filipacchi.com
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