Emap plans a return to television ads for FHM

Emap Consumer Media is launching two high-profile advertising campaigns.

One will back the relaunch of the new-look More magazine, and the second will promote FHM, which will see the lads' title make a return to television advertising.

The campaign for More is the second tranche of a £3 million advertising drive to back the fortnightly teen title following its relaunch in June to target twentysomething women.

Kicking off on Monday, the outdoor and radio campaign, which runs with the strapline "so last fortnight", was developed by the creative agency Quiet Storm. It aims to push More's brand position as the only fortnightly in the young women's market.

The advertising aims to revitalise the brand following a difficult 2002 for More, when sales fell by 15.1 per cent year on year to 246,261. The magazine has met stiff competition from younger, glossier titles such as Sugar, and more sophisticated mature magazines such as Glamour. However, this week's ABC circulation figures are expected to show a slight rise in circulation for More.

Anne-Marie Lavan, the head of marketing at Emap Elan, said: "The relaunch has positioned More as a major player in the young women's market. The new More is fast, glamorous and exciting and we have created a campaign that reflects this positioning. We are already seeing the impact of the relaunch on sales and this campaign will help to continue the success of the title."

The outdoor campaign includes 100 96-sheet posters in London and Birmingham.

More than 2,500 six-sheet posters will appear in major cities. For the last two weeks of September, creative will run on 500 bus-sides in London and Manchester. And around 180,000 postcards will be stocked in coffee shops nationwide.

Creative for the 30-second radio ad features Sarah Alexander and Doon Mackichan of the comedy show Smack The Pony and will run across a number of Emap's radio properties. The campaign was art directed by Cat Campbell and written by Jo Wallace.

Separately, FHM is to make its return to television advertising this autumn in a campaign created by the agency NMI. The drive follows last month's advertising push by Maxim.

FHM's television creative focuses on its "high-street honeys" promotion, which sees the magazine searching Britain to find the 100 sexiest undiscovered women and turn one into a cover star.

The creative plays on the reaction that beautiful women receive from men. In one ad, a "honey" is working at a supermarket checkout and, although all the other checkouts are free, she has a huge queue of customers. In another, a "honey" is working in a chip shop, which is crammed with slack-jawed young men.

The campaign was created by Nathan Church and Alex Hinge and directed by Toby Tremlett through Serious Pictures.

Media planning and buying for both campaigns was handled by OMD.

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