Elle Teams With Hewlett Packard For Cover Star Promotion
Hachette Filipacchi’s Flagship monthly fashion title Elle is teaming up with IT expert Hewlett-Packard to launch an online promotion giving readers the chance to become cover stars.
The promotion will launch with advertorials in the European and Russian editions next month, directing readers to visit a specially created website at www.hp.com/uk/elle, where they can superimpose their image on the cover of the magazine using HP’s digital photograph technology.
Participants will also be able to enter a competition to win an all expenses paid fashion weekend break in London, including accommodation, spending money and a personal Elle stylist. Six runners up will receive a HP digital camera, photo printer and notebook PC.
Commenting on the initiative, Elle promotions manager, Jhan Ruston, said: “The Elle cover has never been used in this way before and we are very much looking forward to working with HP, who have a great reputation within digital photography. We are confident that this promotion will be a great success.”
Saskia Riedel, EMEA PR manager at IPG Consumer, added: “Elle is such a prestigious magazine, HP are delighted to be working alongside them with this exciting promotion. We feel that this promotion will help position HP as a consumer orientated brand.”
Last week it was revealed that Elle magazine will slim down this summer as publisher Hachette Filipacchi creates a new-look travel edition of the popular fashion and beauty title to entice busy readers to adopt it as part of their hectic lifestyles.
The new edition will carry the same content as its parent title and will be available at all travel points across the UK from August. The scaled down magazine will be positioned alongside the standard size Elle and will retail for the same price of £3.00.
The latest ABC results for the six months to December 2003 show that Elle has seen its circulation increase by 0.5% year on year to just over 201,000. However, the title is still some way behind its principal rivals Cosmopolitan and Glamour with circulations of 460,655 and 582,690 respectively.
Hachette Filipacchi: www.hachette-filipacchi.com
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