Matalan agrees 4-week deal with Sun on Sunday's Fabulous magazine for new collection

Matalan has agreed a deal with News UK to promote its Autumn/Winter clothing collection in the Sun on Sunday’s Fabulous magazine using augmented technology.

Deal: Matalan's cover wrap of Fabulous

The four-week deal includes a cover wrap on the 28 September edition and the brand will fill the first eight pages of the magazine the following Sunday. It will conclude with a sponsored editorial shoot and a 16 page loose insert.

In addition, augmented reality technology will be used to allow readers to shop instantly through their mobile devices.

The campaign will also include a behind-the-scenes video of the cover wrap shoot which will be published on both the Fabulous and Matalan websites.

Jacquie Duckworth, partnerships director at News UK Commercial, said: “This is the second time Matalan has cover wrapped the magazine, confirming them as the ideal brand to partner with for this venture.

“The cover wrap will generate excellent exposure for the Autumn/Winter range among Fabulous readers, who keenly follow trends but also want fashion that is affordable, fun and easily fits into their wardrobe.”

Last week, News UK announced the launch of a native advertising unit which will be led by Sunday Times Style editor Tiffanie Darke.

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