Hachette Filipacchi Secures Rimmel For Event Sponsorship
Hachette Filipacchi has secured Rimmel London as the headline sponsor of three major promotional events organised by its glossy women’s titles, Elle, B and Sugar.
The deal will see Rimmel join forces with Elle to sponsor the magazine’s first ever Street Style event to find the reader that embodies the look featured in the title’s fashion pages.
The Street Style competition launches in the August issue of the magazine and runs for five months, with sponsorship, advertorials and regional promotions designed to raise awareness of the cosmetic brand’s association with the event.
Rimmel will also team up with B magazine for a summer of promotional activity in Ibiza. This will include free massages for party goers, joint branding of the famous Savannah Bar in San Antonio and a sponsored tour of the island. Activity in the magazine will include covermounting and advertorials running across five issues and concluding in October.
Finally, the cosmetics brand will extend its sponsorship of Sugar magazine’s annual model competition for the third consecutive year. The event, which involves the nationwide search of seven cities to find the face of Britain’s best selling girl’s magazine, launches in the October issue with activity running until July 2004.
Commenting on the deal, Lisa Tookey, ad director at Hachette Filipacchi UK, said: “We are delighted to be working in partnership with Rimmel on its three highest profile sponsorship opportunities in 2003. Hachette UK has the newest and most exciting life-stage portfolio in the glossy women’s sector offering perfect synergy with the Rimmel brand. This is also testament to our ability to deliver a variety of innovative creative solutions that effectively communicate Rimmel’s varied brand strategies.”
Earlier this year Hachette Filipacchi secured a deal to promote the new Adidas ‘Colours’ collection across B magazine, Sugar and ELLEgirl, in the first major group advertising deal since its creation last summer (see Hachette Filipacchi Secures First Major Group Ad Deal).
Hachette Filipacchi: www.hachette-filipacchi.com
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