St Luke’s to seduce younger audience for Mills & Boon

St Luke’s has won the advertising account for steamy publisher Mills & Boon. It follows a two-way pitch against an undisclosed agency.

A new campaign, which is due to break next summer, will aim to capture younger female readers aged between 35 and 40, while also consolidating its core consumers aged 40-plus.

It will be the first UK-specific, above-the-line activity in the brand’s modern history. The last campaign – “Feel the Emotion” – was created in the US six years ago.

The agency aims to persuade younger women who “already read romantic fiction” to reconsider Mills & Boon.

The agency says the campaign aims to create an active community of readers who will be encouraged to engage with Mills & Boon content online. It will be supported by press work.

The media planning and buying will be handled by incumbent Total Media.