NEWS: Rainey Kelly Minx film targets young women

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.

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

cinemas.



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

sophisticated read.



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