ACP backs Women’s Fitness launch with $2m campaign
ACP is promoting the launch of new title Women’s Fitness with a claimed $2m campaign.
The marketing push, which comes the day after ACP was bought by German publisher Bauer, sees activity on TV, outdoor, online, social media, experiential, radio, gyms, point of sale and across other ACP titles.
The agency behind the launch is Iris Sydney.
ACP publishing director Gerry Reynolds said in a press release that it was “the ideal time” to be launching the title “for busy women who want to look and feel their best.”
He said: “Research tells us Australian women aged 25-40 are more interested in exercise and staying fit than ever before. Their health and wellbeing is absolutely front of mind – and we know they turn to magazines as a trusted source of information and inspiration. They are very interested in self-improvement, but they are time-poor and keen to remain sociable.”
The launch issue goes on sale for $5.95 on Monday 10 September, with a website and mobile applications mobile applications offering nutrition and training tips.
Editor Rachel Sharp added: “Women’s Fitness is all about putting the fun back into being healthy, full of easy-to-adopt exercise, nutrition and lifestyle ideas. ‘Fitness that fits your life’ is the perfect way to describe our philosophy, and that’s exactly what our launch issue – and every issue after that – will deliver.
“Forget fads and being a slave to the gym: we want young women to feel great about themselves, their bodies and their health without having to sacrifice the things they love, their friends or their social lives,” she said.
The magazine is using augmented reality platform Viewa, enabling readers to download workouts, recipes and behind the scenes footage from the cover shoot.
Credits:
- Agency: Iris
- Managing Director: Simon Porter
- General Manager: Sasha Firth
- Account Manager: Felicity Andrews
- Creative Director: Tom Hoskins
- Art Director: Libby Young
- Senior Digital Creative: James Griffiths
- Copywriter: Julia Dixon
- Creative Services Manager: Roger Dore
lucky all women 25-40 look like the girls in their ad…
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“We want young women to feel great about themselves”… which is why we’ve included perfectly toned, size 6-8 women, happily jogging under attractive lighting.
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There’s such a proliferation of these sorts of magazines for women at the moment. And I know they all sport great circ/readership figures, but I’ve actually never seen anyone ever read one! Why is that?
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They must be patting themselves on the back for finding a brand new, legitimate-looking vehicle to remind women that they’re still not good enough.
Package it under ‘health and fitness’, but keep using phrases like ‘sin-free food’ and ‘have a social life and stay slim’ (‘or else’ omitted from final copy).
Next.
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Come on Jessica Barlow, time to get outraged again over the misrepresentation of women by an ACP title!
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Wow, you can never please anyone these days.
Will you all settle down when they publish a magazine that promotes eating as many cheeseburgers in one sitting as possible? Or is obesity suddenly something we aspire to?
@What Reality – there’s nothing wrong with being a toned size 6-8. That’s perfectly healthy. What’s wrong is visible rib cages and a concave chest – which is what they’re NOT showing.
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