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
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