Eve launches first campaign on back of 8% circulation rise

by Sam Matthews, Brand Republic 31-Aug-05, 09:00

LONDON – Eve magazine is launching its first marketing campaign with the strapline 'Don't Get Mad. Get Eve', after recording an 8% increase in the ABCs earlier this month.

The £500,000 campaign will include press, poster, radio and online advertising, created by integrated agency Kitcatt Nohr Alexander Shaw and media agency M2M.

The campaign, which aims to reach more than 1m ABC1 women, will build on the success of the Haymarket title's recent ABC results, which saw an 8% year-on-year rise in circulation to reach an all-time high of 162,077.

Eve editor Sara Cremer said: "We really want to ride this wave of success."

Poster ads will appear on London Underground as well as washroom panels in gyms and health clubs for two weeks in October and another two weeks in November. A national radio advertising campaign will last for two months.

The campaign will be backed up by two consecutive covermounts: the first in the October issue offering a free Boots No 7 lipstick and the second in November offering a pashmina-style scarf.

Eric Verdon-Roe, managing director of Haymarket Publishing, said: "There are too many people who have not sampled Eve especially since the very successful relaunch by Sara Cremer in June. Now that the magazine is really hitting the sweet spot we want to further raise Eve's profile with a sizeable above-the-line campaign."

Haymarket, which publishes Brand Republic, bought Eve from BBC Worldwide in January this year, following Mark Thompson's review into the corporation's commercial operations.

The acquisition marked the Lord Heseltine-owned publishing firm's first foray into the women's market.

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