EMAP Metro launches the press and poster campaign for its new weekly entertainment magazine, Heat, this week. The campaign is devised by the magazine division’s lead agency, Bartle Bogle Hegarty. The title is being positioned as an up-to-date regular read, and the ads feature shots of people on fire reading its ‘hot’ entertainment news. The tagline for all the executions is: ‘Heat. Where there’s smoke.’ The campaign, which includes TV, is part of a 4m budget for the title which will be spent during the year.