IPC to back Look mag with digital campaign

IPC Media’s glossy high-street fashion and celebrity weekly Look is launching a major digital campaign as part of its £18m investment programme to support the magazine. The move, which marks the biggest digital ad campaign any IPC brand has ever undertaken, comes just four months after the launch of the title.

The digital activity will include ads on websites such as Yahoo!, MSN and MySpace and aims to target 2 million young women online.

The campaign will also include offers to download money-off vouchers for the magazine and the chance to participate in competitions to win vouchers for high street stores.

Look senior marketing manager Tara Steadman says: “Look has already established brand awareness among young women in the UK. Its innovative editorial proposition and fantastic TV advertising campaign has struck a real chord. This campaign will complement that awareness in the digital space.”

The campaign has been created by Hurrell & Dawson, with media planning and buying through MediaCom.

Look, first unveiled on February 6, is on sale every Tuesday with a cover price of £1.30. The focus of the magazine is affordable and obtainable high street fashion, covering the latest trends in key retailers.

IPC women’s weeklies portfolio also includes Chat, Woman, Woman’s Own and Woman’s Weekly.

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