Having already established a strong relationship with TI Media in raising its position and offering in the market, the publisher was keen to push out more PR for the individual magazine brands within its portfolio.
TI Media’s premium fashion and beauty magazine brand Marie Claire engaged with KLPR initially to create awareness and noise in the advertising and business trade press around its 30th birthday issue, which featured the British actress and first female ‘Doctor Who’, Jodie Whittaker, as its cover star.
In the next stage, we engaged KLPR to officially launch our new ecommerce shopping platform Marie Claire Edit across the advertising, media, retail and technology trade press.
KLPR created a press release for the media/marketing and business press, building an engaging story around the landmark edition, which celebrated female empowerment and amazing women around the world, including Charlotte Olympia & Sophia Webster, Bobbi Brown & Jen Aiken, MIA & Deeyah Khan, Deborah Frances White & Aisling Bea, Mary Katranzou & Belle Leigh Smith.
Alongside the press release, KLPR set out to secure an exclusive opportunity with a key trade title and we were delighted to secure a thought leadership opportunity with leading publication Campaign – a retrospective piece exploring the changing face of Marie Claire over the last 30 years and how it has adapted with the changing world of media.
In developing the thought leadership piece, KLPR spent just 15 minutes on the phone with Marie Claire’s Managing Director Justine Southall and managed to turn something around in record time, capturing all the key points we wanted to get across and supporting our unique offering for advertisers.
The thought leadership piece was immediately accepted by the editors at Campaign and published just in time for the 30th birthday issue to hit newsstands, giving us a great story to take to market. At the same time, KLPR distributed the press release to all key advertising trade and business media and secured coverage in a range of publications including MediaPost and InPublishing.
Following the campaign, we were keen to express the power and influence through a statistic that clearly shows what the brand can do. KLPR provided a breakdown of the print, online and social reach of the 30th birthday campaign, which had a total reach of 610,040,547.
Even more impressive was KLPR’s work on the launch of Marie Claire Edit. In the first stage, KLPR achieved 19 pieces of coverage across the media/marketing, retail/ecommerce, fashion and luxury trade press with an estimated combined reach of 5,097,470. A further four pieces of news coverage followed. In addition, the team secured two exclusive interview opportunities with two of the female driving forces behind Marie Claire Edit, which subsequently appeared in Digiday UK and Computer Weekly. Opportunities continue to come in, giving us a chance to promote the platform long term.
