IPC Media develops advertorial deal for Nip/Tuck DVD debut

By Ian Darby, campaignlive.co.uk, Friday, 10 September 2004 12:00AM

IPC Media has built an advertising package for Warner Home Video to support the DVD launch of the cosmetic surgery drama Nip/Tuck.

Advertising will appear across four IPC publishing divisions, an example of the co-operation possible between the various divisions of Time Warner following its acquisition of IPC.

The main part of the deal will involve an eight-page editorial in IPC Connect's Now that highlights celebrity cosmetic surgery horrors. Within this, a two-page advertorial will appear. It takes the form of a spoof ad for McNamara-Troy, the cosmetic surgery practice featured in Nip/Tuck.

The DVD release will also be backed by advertorial in IPC tx's TV & Satellite Week and the IPC ignite! magazine Uncut, which both highlight the best new CD launches.

In addition, the classified section of IPC SouthBank's Marie Claire will feature a spoof plastic surgery promotion encouraging readers to buy the Nip/Tuck DVD before they consider surgery.

The promotion will launch in Now and TV & Satellite Week's 13 September issues. The Marie Claire and Uncut promotions will run in their October issues.

Antony Marcou, IPC Advertising's corporate business development manager, said: "By creating a bespoke editorial section, we have created a genuine editorial environment that otherwise would not exist."

This article was first published on campaignlive.co.uk

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