The bumper 264-page collector’s edition has seen a surge in advertiser demand, say the publishers, and will hit the newsstands on Tuesday 21st February 2012.
The London Fashion Week collector’s edition has attracted a host of advertisers including Jimmy Choo, Les Petites, YSL, Dune, YSL Beauty and Swarovski. The collector’s issue will feature an unprecedented 45% uplift in advertising pages year-on-year (from 88 to 128) as brands look to capitalise on Grazia’s influence on high street sales. Dior Beauty is collaborating with Grazia to create an exclusive four page advertorial showcasing their spring/summer ’12 cosmetic collection, as well as an exclusive event held at Selfridges where consumers can have key trends recreated by a team of Dior and Grazia experts.
The ‘Grazia Fashion Issue…Live!’ documentary series will capture every second of the drama and deliberation that goes into creating the Grazia London Fashion Week issue, as well as allowing fans and followers to get involved in some key editorial decisions.
Cameras will be following the team 24/7 for a week and a series of daily films will give viewers a behind-the-scenes look into Grazia HQ during NY and London Fashion Week. The series is sponsored by LG Mobile who has committed a six-figure investment into a multi-channel campaign that will extend across graziadaily.co.uk, print ads within the issue and social media activity. The series is being created and produced by content agency Gravity Road – who work with the likes of Channel 4, Coca-Cola and Bacardi Group. Episodes will begin to go live on graziadaily.co.uk the 13th February and a full length 30-minute version will be released on the magazine sale date, 21st February.
‘Grazia Fashion Issue…Live!’ will also see the magazine handing over the editing reins to fans by giving them the chance to comment, influence and vote on the editorial selection process in a live, social publishing event – even down to the cover shot. ‘Grazia Fashion Issue…Live!’ will be the first truly interactive, social experiment ever undertaken by a print product – accessible across all Grazia’s platforms, including graziadaily.co.uk, YouTube, Twitter and Facebook.
Grazia will support the issue with a two week multi-platform marketing campaign including digital 6 sheets and transvision screens across bus sides, the underground and railway advertising sites. The campaign, developed by Brooklyn Brothers, is themed around the highly successful ‘Have You Got Your Grazia?’ campaign and will be supported by promotion through Grazia’s social media channels. In addition, the campaign will be supported extensively across retail including prominent London space with WH Smith.
Abby Carvosso, managing director of Bauer Magazines lifestyle, said: “London Fashion Week is a big event in the calendar of fashion-conscious upscale women and Grazia is celebrating it with a collector’s issue with a twist. The LG Mobile sponsored ‘Grazia’s Fashion Issue…Live!’ series gives our readers an additional level of exclusive content and demonstrates the depth of interaction advertisers can have with their audiences through Bauer’s influential brands.”
Warren Lewis, Head of Mobile at LG Mobile , said: “LG Mobile has a strong style heritage, and this partnership represents our renewed focus on beautiful and innovative handsets that will continue throughout our 2012 collection. As a brand that focuses on communicating with our audience in innovative ways the Grazia London Fashion Week issue, and accompanying ‘Grazia’s Fashion Issue…Live!’ series, is a great opportunity to achieve this. We are excited to embark on this partnership with Grazia as we continue connecting with our audiences through unique and engaging channels.”
