The main burst of the bespoke campaign will run across the heat brand - in the magazine and on heatworld - with additional activity in Grazia and on graziadaily.
The deal was devised and brokered between Vizeum and Bauer Access with creative centred around Malibu's 'Malibutique' - an event touring the country where consumers can experience the latest fashion and beauty products whilst enjoying 'pre-party' tracks and the new range of Malibu summer cocktails.
The campaign kicked off this week with a heat-produced 32-page A5 Malibu-branded Summer Style guide. Thereafter a bespoke Malibu-branded style page 'Who, What, Wear' along with integrated sponsorship of the regular section 'Steal her Style' will run for 12 weeks in the celebrity weekly. Grazia will also run four bespoke style-based DPS advertorials around four different summer style occasions.
heat and Grazia's online, Facebook and Twitter platforms will drive audiences to a Malibu Facebook page populated with exclusive heat and Grazia generated content.
Nick Jenkins, Creative Solutions Director at Bauer Media, commented: "heat and Grazia are hugely influential brands with incredibly style-conscious audiences. They were therefore the perfect media partners to team up with Malibu and promote Malibutique through this original summer campaign."
Patrick Venning, Head of Marketing at Pernod Ricard, said: "The Bauer portfolio offers a number of highly relevant touchpoints for reaching our core Malibu audience. Their proposal was both exciting and well thought through, and built on our desire to tap into our key passions of our audience: fashion, celebrity and a great night out with friends."
Bauer Access was launched last year to provide clients and agencies with increased access to editors, programmers and the key creators of Bauer Media content, and a route to build deeper connections with audiences.
