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ADVERTISING CAMPAIGNS

Reveal 'Lift'

Agency: HMDG

Client: Reveal

The National Magazine Company’s weekly celebrity title Reveal, is re-branding as the “celebrity magazine written by celebrities.”

The new look is being launched with a heavyweight ad campaign starring eight of the celebrity writers in the work place. 

In the wake of research which shows Britain’s love affair with celebrity lives has matured, Reveal has recruited a line-up of famous experts to supplement its news with celebrity inspired practical advice featuring money, beauty, home, fashion, travel, agony and web.

The new writers include Saturday Kitchen chef James Martin, actress Martine McCutcheon on beauty, TV presenter Nicky Hambleton-Jones on fashion, Martin Lewis on money and Vanessa Feltz as the magazine’s new Agony Aunt.

The television campaign, produced by HMDG and directed by Declan Lowney (Father Ted), features 10 executions and will be supported by press ads.

The Reveal re-brand follows intensive nationwide research by the magazine which shows readers today want more for their money and not just gossip about celebrities.

They are interested in reading about celebrities that inspire, be it for their genuine talent, their happy family life or successful work life. Coupled with this, is an increase in the desire for access to celebrity-inspired lifestyle news and practical tips.
   
NatMags Weeklies Group Publishing Director, Drew Kirkland, said, “Celebrity and celebrity experts inspire and motivate young women, and our research has shown that Britain’s fascination with celebrities’ lives has now developed into an increased interest in their lifestyles.

“Readers still love reading celebrity gossip but we have discovered they also want advice and inspiration from the world of celebrity and Reveal is leading the revolution by re-branding the magazine to meet this demand.”

Al Moseley from HMDG added, “We’re really proud of the campaign and think it is a refreshing change for a sector that has become quite samey.  The campaign gives Reveal a distinctive voice and makes it even more accessible to its audience.”

AJR
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