IPC Forms Cross-Media Partnership With Lever Fabergé
IPC Advertising has secured an integrated cross-media deal with global FMCG brand-owner Lever Fabergé to promote the relaunch of its Lux bath and shower range across its consumer magazine titles.
The deal, secured through IPC Advertising Corporate Accounts division, will see titles such as Now, Marie Claire, and InStyle promote the Lux-branded Star Quality Tour, which will take place in shopping centres across the UK this summer.
The Star Quality Tour will invite women to receive a special one-to-one style consultation, after which they will received a personalised Marie Claire Star Quality Style Guide. Participants will also have the option to have their photo taken and feature as a mock-up Marie Claire cover girl.
IPC Media has also come together with AOL UK to give the campaign an online element through the creation of a branded Lux microsite that will showcase the best of the Marie Claire cover mock-ups. AOL’s two million users will be given the chance to vote for their favourite would-be cover girl.
The initial activity will be supported through regional PR and bespoke advertorial features running in In Style, Marie Claire and Now from May to October. The advertorials have been designed to drive readers to the events and will provide essential tips on how to ‘Bring out the Star in you’.
Commenting on the deal, IPC Advertising’s key account manager, Nicky Rosevear, said: “This unique integrated deal is the first of many we hope to be generated from the special Unilever and Time Warner partnership – and what a way to start.”
AOL UK’s director of sales, Giles Ivey, added: “This is a fantastic example of how online can be used to re-launch an FMCG brand and drive awareness amongst consumers. By thinking creatively and integrating the AOL micro site with the events, we can help Lux tap into a large and active online community and encourage people to interact with its branded content.”
The deal comes after IPC Media’s parent group signed a the three-year multi-million dollar deal to market Unilever’s range of consumer brands across its on-air, online and print properties in the US and Europe (see AOL And Unilever Strike Global Cross-Media Deal).
IPC Media: 0870 4445000 www.ipcmedia.com
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