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WHITE PAPER: Holiday Trends
Brands that start planning holiday campaigns early increase their chances of getting their piece of the holiday pie.
The cover of the October issue of Elle Australia is making news because of its cover model. She’s not a famous supermodel or celebrity, made up and coiffed and airbrushed to unattainable perfection. She’s a REAL woman, with hopes, dreams, and challenges. She’s YOU!
The innovative varnish on the cover produces a mirror effect, so that when you hold the mag up to look at it, you’re the face of Elle. The reflection is a little watery, slightly distorted, like those safety mirrors you find in a kid’s dress-up purse, but it still makes the point: you’re beautiful, you’re important, you’re a star. Even just sitting on a desk or coffee table, the shiny silver cover attracts attention.
To support the magazine’s empowering message about what it means to be a woman, the cover story profiles 47 women, ages one month to 100 years—politicians, actresses, and advocates.
In addition to an eye-catching cover, the magazine expertly connects print and digital media with a custom hashtag, #BeTheCover, which encourages people to post pics of how they look on the cover of a popular fashion mag. There have been thousands of posts to Twitter and Instagram, proving that interactivity and engagement are benchmarks that are not reserved for digital advertising.
Get a look at the cover, and some of the super models who posted their pics, here. And remember, planning for print advertising is a powerful way to connect with consumers in truly personal and memorable ways.
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