By PIPPA CONSIDINE, campaignlive.co.uk, Friday, 26 September 1997 12:00AM
The fashion house, Armani, is marking London Fashion Week by taking
every advertising site in this weekend’s Sunday Times Style magazine.
The ads showcase the designer’s new autumn collection.
This is the first time that all the advertising space in any of the
Sunday Times magazine sections has been bought by a single client. The
classified ads, usually carried in Style, will be relocated across other
sections so that the coverage will consist of 16 pages of double-page
spreads and premium facing sites.
The ads were created in-house at Armani’s head office in Milan and the
media deal was struck by Massimo Negri, the head of marketing and public
relations at Armani.
Style magazine, which used to be printed on newsprint stock, was
relaunched as a glossy in March. The new format has allowed it to
capitalise on its positioning as a weekly targeting the same audience -
and advertisers - as monthly fashion magazines. Since its relaunch,
Style has attracted a range of advertisers including Estee Lauder,
MaxMara and Tommy Hilfiger.
David Walsh, the deputy director of advertising at Times Newspapers,
said: ’Style has rapidly established a unique position in the national
press and Armani sees this initiative as a key way to make a strong
The venture is an important landmark for Style and demonstrates our
commitment to further growth in our fashion and beauty business.’
The buyout is part of Armani’s UK strategy for its autumn campaign,
which also features outdoor and cinema advertising.
Separately, the Times’s Saturday package is set for further expansion
since the launch of the listings guide, Metro, and the reintroduction of
Vision. The changes, starting this Saturday, include expanded news and
sports and a 24-part partwork, the Best of British Cuisine, which will
be supported by a national TV campaign.
This article was first published on campaignlive.co.uk