Emap Elan’s Minx is launched to ‘girls with a lust for life’ next week
through a pounds 1.5 million TV, press and poster campaign by Rainey
Kelly Campbell Roalfe.
The new magazine, targeted at women in their 20s, has opted for a
commercial designed to communicate the attitude of Minx and rouse
curiosity about the magazine, without giving too much away.
It shows a model getting up from a bed of sand and sprinting across a
chamber of lights, before exploding into a thousand glittering pieces.
The voiceover declares: ‘The future doesn’t exist, the only thing you
own is the instant.’
Judy Mitchem, the account director at Rainey Kelly, said: ‘We want to
show that Minx is different. The film sends out a positive message
about living in the present, but in an enigmatic way.’
The first issue of Minx is being given away free with More! magazine and
to 50,000 university freshers. It will go on sale from October priced
pounds 1.95. The first burst of advertising starts next week, when the
commercial will be shown on terrestrial and satellite TV, as well as in
Fresh bouts of advertising, bought by Universal McCann, will coincide
with the publication of each of the next five issues, with the bulk of
the spend shifting to press and poster work after November.
Emap Elan is targeting Minx at what it believes is a gap in the women’s
monthlies market and is aiming for a circulation of 200,000.
Louise Matthews, the executive publishing director, said: ‘Minx fills
the gap between More! and Elle, and is aimed at women in higher
education, or working in their first jobs.’
The ads were written by Gary Monaghan, art directed by Pat Holden and
directed by Adrian Moat at RSA Films.
Minx is billed as having ‘glamour with attitude’ and is competing
against Company in terms of age profile, although it aims to be a more