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National campaign promotes Candis hitting news stands for first time in 50 year history

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By The Drum, Editorial

October 25, 2011 | 2 min read

A nationwide ad campaign to promote Candis magazine has begun as the subscription magazine makes a move to UK news-stands.

The 12 week, £90,000 campaign will promote the first issue to be sold on news-stands after 50 years in existence.

Running across radio and print, the campaign aims to promote the ‘warmth, vibrancy and boldness’ of the hand-bag sized glossy magazine.

The radio ad will run across Real Radio in Scotland, the North West, Smooth Radio in the East Midlands and Heart Radio in Oxfordshire, Reading, Sussex and Kent.

Promotional inserts will feature within 213,000 copies of the Mail on Sunday across the southern countries and Yorkshire, while full pages adverts will appear within seven weeklies and dailies in the South East.

6,000 copies of the magazine will be distributed at stores including Asda, Sainsbury’s and Tesco.

Bryan Douglas-Dala, managing director of the magazine’s publisher Newhall Publications, said: “Although Candis is a brand that’s been round since the 1960s and has an incredibly loyal reader community, it’s not widely known across the UK.

“This ad campaign allows us to take the Candis brand to a much larger audience very quickly and is integral to our move into the retail market. We’re deliberately targeting those geographies and media that fit with our high-spending female audience and expect this promotion to be a key driver for people choosing Candis.”

The Newhall Publications team has managed the campaign in-house.

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