Marie Claire And Calvin Klein Celebrate Joint Birthdays

IPC’s flagship women’s title Marie Claire has secured Calvin Klein for a special advertorial campaign to celebrate their joint 15th birthday.

The bespoke campaign will see August’s issue of Marie Claire feature a specially designed “photo-album” style ad leaflet promoting Calvin Klein’s Eternity perfume with the strapline: “Celebrating 15 years together.

Commenting on the deal, Toby Moore, publishing director at Marie Claire, said: “Marie Claire entered the UK market in 1988 – the same time as Eternity – and both have evolved over time to be the huge successes they are today. It is fantastic that Marie Claire can celebrate its birthday in conjunction with another such iconic brand, and in such an innovative way.”

Calvin Klein’s UK marketing director, Hilary Taylor, added: “Calvin Klein has enjoyed a history of creativity and we are delighted to have been able to work with IPC SouthBank Solutions and Marie Claire to secure another first, this time in the format of an innovative print execution.”

The latest ABC results for the six months ending in December 2002 show that Marie Claire saw its circulation increase by 4.7% year on year to 400,038, up from 382,094 in the same period the previous year (see ABC Jul-Dec 2002: Glamour Storms Ahead Of Competition).

IPC recently announced that its flagship interior’s title, Homes and Gardens, is undergoing a major revamp ahead of its September relaunch (see IPC Gives Homes And Gardens A Makeover).

IPC Media: 0870 4445000 www.ipc.co.uk

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