Elle partners with H&M to promote the opening of the first Australian store

Bauer Media Group fashion title Elle Australia has partnered with Swedish global retailer H&M as it launches its first store in Australia.

A variety of creative executions celebrating the imminent store opening are featured in the April edition of the magazine, including dust jacket cover wraps featuring the H&M red ribbon on all sub issues of the magazine, while Victorian metro copies feature belly band ribbon wraps in H&M livery.

H&M PR and marketing manager YC Eu said: “Magazines were a natural part of the marketing mix for launching H&M in Australia, ticking the box from an engagement perspective and providing us with a great platform to execute some fun creative. The magazine wraps are not only striking, but are targeted at an audience we need to speak to.”

A targeted online campaign across elle.com.au and the Mi9 network will complement the print execution.