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.
Elle Australia editor-in-chief Justine Cullen said: “It is so exciting Elle Australia is playing a part in launching this exciting brand to Australian consumers. I look forward to working closer with H&M as the retailer embeds and expands into other capital cities.”
Global brand services agency Tag handles H&M’s creative account, while BPN/IPG Mediabrands handles media buying.
The first H&M store will open at Melbourne’s GPO in Bourke Street Mall on April 5.
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Who said you can’t buy editorial eh?
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‘To To’ is that a type of skirt H&M sells?
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