EMAP Elan has appointed Quiet Storm to handle the &£2m advertising campaign for youth magazine Bliss. The title will be relaunched in A5 format in April. The agency already handles EMAP’s Heat and More! magazine brands.
The pitch was overseen by Liz Martin, group marketing manager of EMAP Elan’s youth and entertainment magazines. The revamped Bliss, which goes on sale on April 5, is trying to emulate the success of Condé Nast’s women’s title Glamour, which is also sold in a small format.
According to the July to December 2001 Audit Bureau of Circulations (ABC) figures, Bliss sales fell by 14.8 per cent year on year, to 255,653. Heat, meanwhile, shot up by 106.2 per cent year on year to a weekly circulation of 355,304.
Martin says: “I have worked with Quiet Storm over the past couple of years to create highly effective TV commercials for two of our brands, Heat and More!, and I am very excited that it will be bringing some of that magic to the relaunch of Bliss.”
The TV ad for Bliss will use the strapline, “Bigger! Smaller! Better! Bliss has never felt so good.”
OMD has been appointed to handle media planning for the magazine.
EMAP is also due to launch Sneak, a celebrity-driven teenage weekly, on April 30 (MW March 7). Sneak will not form part of EMAP Elan but will come under the aegis of EMAP Performance, which publishes music titles such as Q, Kerrang! and Mojo.