Now Uses iTV To Promote Celebrity Hair Spin-Off
IPC’s market leading celebrity magazine Now is publishing a special edition dedicated to celebrity hairstyles and is supporting it with an interactive TV campaign in hair salons across the UK.
Now Celebrity Hair is on sale at the moment and includes a number of specially created features such as Celebrity Cool Cuts and Celebrities Go Back To Their Roots, as well as a range of competitions and special offers.
The campaign to promote the title has been created specifically for i-vu’s new interactive TV network, which gives salon customers access to their own private screen during their hair appointment.
Each screen will show a 45-mintue looped tape featuring interactive news and content, as well as the Now Celebrity Hair ad, which aims to promote the title through an interactive quiz and a competition to win an exclusive summer pampering kit. Consumers will also be offered 50p of their next issue of Now.
Commenting on the initiative, Tara Steadman, senior marketing manager for Now, said: “Now continues to be the market leader in the celebrity magazine sector, in both its innovation and creativity. We are delighted to be taking part in these interactive TV trials, an initiative which I’m sure will go from strength to strength.”
The current fascination with celebrities shows no sign of slowing and the latest ABC results for the six months to December 2002 reveal large rises in circulation for a range of celebrity focussed titles (see ABC Jul-Dec 2002: Success For Celebrity Magazines).
IPC’s Now recorded an impressive 14% year on year increase in circulation to 630,212. Chat‘s take on the celebrity scene helped it to see a 15.6% year on year increase to above 550,000 and the run away success of Emap’s Heat showed no signs of slowing, with a massive 56.1% year on year increase in circulation to 554,644.
IPC Media: 0870 4445000 www.ipc.co.uk
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