ICS targets Cosmo and Company readers in £1m campaign
ICS, the Glasgow-based distance learning organisation, has launched a £1m campaign to promote its courses to young women.
The 'Feel on Top of the World' campaign combines a door drop to 2.2m homes in the UK with an advertising campaign in Cosmpolitan and Company magazines. The creative has been handled by Tayburn and ICS's in-house design team.
Insert brochures will be sent out to 40,000 subscribers to the March issues of Cosmopolitan and Company, while the door drop is being carried out to specifically targeted homes from now until March.
Sally Pulvertaft, managing director of ICS, said: ”The women who read these magazines tend to be in their mid-twenties, free thinking, independent and fun loving. A large percentage are ABC1s who feel empowered to achieve anything they want. We feel it’s a market that remains relatively untapped for distance learning and we feel ICS’s vocational courses are a great fit for them."
Discounts of up to £100 are being offered on scores of vocational qualifications ranging from make-up artist, air cabin crew, wedding planner to child psychology and teaching assistant.
The doordrop is being organised by TNT, while ICS's main media buyer, Mediacom, is responsible for the inserts.