The Drum Awards Festival - Extended Deadline

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By The Drum Team, Editorial

February 2, 2012 | 2 min read

Grazia, Bauer Media’s weekly glossy, is working with Gravity Road and YouTube to create an online, interactive documentary series around the creation of its 264-page London Fashion Week collector’s issue.

The magazine's biggest ever Spring collector’s issue will be supported by an online documentary series and social publishing event, an above-the-line marketing campaign and substantial social media activity.

The series is being created and produced by Gravity Road and directed by Marcus Liversedge.

The ‘Grazia Fashion Issue…Live!’ documentary series will capture every second of the drama and deliberation that goes into creating the Grazia London Fashion Week issue, as well as allowing fans and followers to get involved in some key editorial decisions - right down to choosing the main cover shot.

Cameras will follow the team for a week and a series of daily films will give viewers a behind-the-scenes look into Grazia HQ during NY and London Fashion Week. The series is sponsored by LG Mobile which has committed a six-figure investment into a multi-channel campaign that will extend across, print ads within the issue and social media activity.

Grazia will support the issue with a two week multi-platform marketing campaign including digital 6 sheets and transvision screens across bus sides, the underground and railway advertising sites. The campaign, developed by Brooklyn Brothers, is themed around the highly successful ‘Have You Got Your Grazia?’ campaign and will be supported by promotion through Grazia’s social media channels. In addition, the campaign will be supported extensively across retail including prominent London space with WH Smith.

Abby Carvosso, managing director of Bauer Magazines lifestyle, said: “London Fashion Week is a big event in the calendar of fashion-conscious upscale women and Grazia is celebrating it with a collector’s issue with a twist. The LG Mobile sponsored ‘Grazia’s Fashion Issue…Live!’ series gives our readers an additional level of exclusive content and demonstrates the depth of interaction advertisers can have with their audiences through Bauer’s influential brands.”


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