Hachette Secure Lacroix For Six Figure Sponsorship

Hachette Filipacchi has secured a six figure sponsorship deal to promote luxury watchmaker Maurice Lacroix across its flagship Elle and Red titles.

The campaign will see both Elle and Red carry innovative new ads for the watchmaker in both their November and December issues.

The creative, devised by Consultancy And Marketing Ltd, along with the Hachette Filipacchi UK promotions team, features a life sized cut-out version of the watch for readers to pull out of the magazine and try on.

Commenting on the initiative, Jhan Rushton, promotions manager at Elle, said: “We are thrilled to be carrying the Maurice Lacroix advertising campaign, designed exclusively for Elle and Red. It demonstrates a groundbreaking new, interactive way of showcasing a this kind product to the consumer.”

The latest ABC results for the six months ending June 2003 show that Elle saw its circulation dip by 3.3% year on year to 200,912. However, Red experienced a 3.6% year on year increase during the same period to 189,857.

Hachette’s flagship teenage title Sugar recently revealed it is launching a special November issue with four separate front covers featuring different members of the boy band Blue (see Sugar Launches Blue Issue With Four Special Covers).

Hachette Filipacchi: www.hachette-filipacchi.com

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