The Sunday Times supplement Style has run its first ever cover wrap after bringing aboard Calvin Klein as a partner. News UK's chief commercial officer, Dominic Carter claimed it was Style's reach that attracted the fashion brand, claiming to have more high-value readers than traditional glossy titles like Vogue, Harpers and Elle.
With the cover wrap, Calvin Klein Women is promoted, the first fragrance developed by chief creative officer, Raf Simons. The wrap goes to print on Sunday with artwork from Anne Collier and direction from Lloyd & Co.
Cover stars Lupita Nyong’o and Saoirse Ronan feature next to figures from the past that inspired them. This ties into four pages of content in the mag where editor-in-chief Lorraine Candy discusses her inspirations with beauty director Sarah Jossel.
Not just restricted to print, the partnership plays out online too. Branded videos have been made live on Styleplay Sunday, The Times' website on social, running with the hashtag #IAMWOMEN.
To celebrate the new Calvin Klein Women fragrance, editor-in-chief @SundayTimesLC discusses the women that inspire her: https://t.co/lZ14vWlU3S in partnership with @CalvinKlein#IAMWOMENpic.twitter.com/FJpOoarpsj
— Sunday Times Style (@TheSTStyle) August 22, 2018
On the deal, News UK's Carter said that Style reaches 3.3 million (according to an audit from PamCo) high-value weekly across digital and print. He claimed: "Style boasts a larger female AB readership than Vogue, Harpers and Elle.
"A cover wrap in The Sunday Times Style is one of the most eye-catching ways of reaching engaged, luxury audiences in the UK. Combine that with inspiring and immersive video storytelling content and you have the perfect luxury launchpad to reach an audience that collectively spends £73m on beauty and grooming products annually.”
The deal was brokered by media agency Zenith and negotiated by The Bridge, with the Bridge Studio project managing the campaign.
The Style brand has 590k followers across its social presences.