Elle Teams With Guess For Global Ad Campaign
Hachette Filipacchi’s flagship women’s fashion title, Elle, has secured Guess watches to sponsor a global advertising campaign to find the next supermodel.
The campaign, to find the new face of the Guess fashion brand, will run across 60 countries wordwide and will feature advertising and promotional campaigns backed by editorial support in 29 editions of Elle worldwide.
The competition, entitled the ‘Timeless Beauty International Model Search’, will invite women to send photographs to their local Guess retailer in order to become the new face of the brand. The finalists will feature in special advertorials in Elle magazine worldwide.
The first advertisements will break in the 29 September global issues of Elle and readers will be invited to vote for the winning model online, by phone or by text. The whole campaign will be supported by a number of ‘Timeless Beauty’ events across the globe and extensive point of sale promotion.
Commenting on the campaign, Julie Harris, general manager of women’s titles for Hachette Filipacchi-UK, said: “The Timeless Beauty International Model Search is a fantastic initiative bringing together the marketing expertise of two global brands renowned for their sense of fashion, style and beauty. It is a real opportunity for our readers and advertisers to participate in an event which will ultimately create headlines around the world.”
Carol Smith, senior vice president and publishing director of the Elle group, added: “This is synergy at its best. The unique structure of ELLE International gives us a vast reach in both media outlets and marketing services, which exists in no other publishing company or advertising agency in the world.”
Hachette Filipacchi recently strengthened its senior management line-up with the appointment of Simon Bell as marketing director and Sarah Vickery as business development director (see Hachette Rings In Bell As New Marketing Director).
Hachette Filipacchi: www.hachette-filipacchi.com
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