Bauer Media’s Closer magazine has formed an exclusive six-figure partnership with fashion and homeware retailer Matalan and ITV.
The campaign, running until January 2014, was created in-house by the Bauer Access team and aims to provide a window to the high street for the out-of-town retailer through Closer and ITV. Closer style editor Kat Byrne is used as the centrepiece for the ‘Kat’s Fashion Closet’ weekly feature that will showcase Matalan’s product ranges, deliver the ‘Matalan Fashion Sense’ message, and provide editorial endorsement of the brand.
As well as magazine creative the partnership includes TV and online elements including ‘in-programme’ sponsorship during ITV’s This Morning with a 30” advertorial created for the show’s fashion segment which will include content from the weekly online TV show ‘Kat’s Fashion Closet’ and direct viewers to Matalan’s ‘Fashion Sense’ channel. Here viewers will be encouraged to watch full three-minute webisodes, where they can buy featured products directly from the content.
Under the deal brokered by Lucy Banks, executive creative director, Bauer Media, weekly ads will run in Closer magazine, curated by the in-house Closer editorial and creative teams. Creative executions will include barn-doors, gatefolds and inserts.
“We are delighted with this project. The partnership Matalan has formed with Bauer Media certainly reflects how like-minded businesses with shared goals can create new conversations with consumers that inspire, entertain, engage and ultimately generate positive actions for all parties,” said Lillian Betty, strategic communications director, Bauer Media.