The outdoor campaign will run in major UK cities from the 14th February 2011 for two weeks.
The Brooklyn Brothers were appointed earlier this year to handle brand communications and the creative will centre on the theme 'Have you got your Grazia?' to underline its “unique offering as the UK's only weekly, fashion-led magazine”.
The executions will include copylines such as 'The Weekly: Who, What, Wear' and 'Instant Grazification' with additional tactical and topical copylines to reflect Grazia's of-the-moment editorial and the fast-moving, fashion news agenda.
The campaign includes domination of the Spectacular Digital Screens at London's Westfield and Birmingham's Bullring; 96-sheet Statics in Edinburgh, Manchester and Liverpool; National Rail Digital Transvision Screens; London Underground LCD Screens, and Roadside CTN panels.
A behaviourally-targeted digital campaign and extensive retail activity will run beyond the two week outdoor campaign, with further marketing activity in the form of a sampling campaign to drive conversion from trial to purchase. Westfield will also host a 'Treasure Hunt' exclusive to social media networks.
Ella Dolphin, Publisher of Grazia, commented: "Grazia has become a hugely influential force amongst its fashion-fixated, upmarket audience by leading the fashion news agenda driving trends with an intelligent edge. This campaign will build on Grazia's unrivalled reputation for connecting world-class compelling content with audiences obsessed with fashion-as-it-happens."
Ali Alvarez, Creative Partner, The Brooklyn Brothers, added: "We love Grazia... so what a fantastic brief for us to get them back out there. And add the challenge of writing "live" ads the moment a trend breaks (and before it's old news), with a tone only they could do, and it's the perfect Brooklyn project."
OMD have overseen Media Planning and Buying.
