Vanity Fair locks into London’s cool image

Vanity Fair is poised to unveil a high-profile poster campaign featuring the current hip couple, Liam Gallagher and Patsy Kensit, as it embarks on an aggressive circulation drive.

Vanity Fair is poised to unveil a high-profile poster campaign

featuring the current hip couple, Liam Gallagher and Patsy Kensit, as it

embarks on an aggressive circulation drive.



As part of the push, the Conde Nast title has produced two separate

March front covers, each featuring Liam and Patsy, and championing

London as the capital of cool. One cover will appear in the UK, the

other in Europe.



The posters break on 15 February and aim to capitalise on the current

frenzy of interest in London as a trendy city. They reproduce exactly

the UK front cover, showing Liam and Patsy in bed, with the strapline:

’London swings again.’ They will appear on 30 48-sheet sites in inner

London for two weeks.



Meanwhile, the European cover, which will not appear on any of the

posters, shows Liam and Patsy dressed in white and cuddling each other,

with the same strapline.



The pictures were taken by Lorenzo Agius, while media was planned and

bought by Terry Alexander at European Media Management.



Traditionally, Vanity Fair does not promote itself, although a lot of

money is spent on editorial content. The decision to advertise is part

of a bid to take its circulation over the 100,000 mark. Vanity Fair’s

circulation in the UK currently stands at 82,305.



The next round of ABC figures, due on 14 February, should see the title

hit 83,500. However, the publisher, Annie Holcroft, confirmed the

magazine’s target circulation was 100,000.



She said: ’Vanity Fair is an international magazine for

internationally-minded people who want a serious, but not dull, view on

events. It’s classless and ageless and competes against every other

glossy magazine.’



Neil Jones, a director at TMD Carat, said: ’Vanity Fair is not

necessarily something you would put on your schedule for numbers but for

quality of readership.’



Vanity Fair’s main advertisers are Ralph Lauren, Estee Lauder and Calvin

Klein.



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