In the face of a declining circulation the National Magazine Company is relaunching its women's monthly, She, backed by a £2m ad spend. A London-based outdoor campaign, by HHCL United, feature simple images from the fashion pages of the first issue. Beneath these runs the magazine's new logo: "She. For a Life Less Ordinary." The London campaign is designed to target advertisers and the trade while a direct marketing strand will alert all NatMag's subscribers to the changes. A retail push and sampling campaign will also drive awareness.