ACP Magazines to launch ’30 Days of Fashion & Beauty’ integrated campaign throughout Sept

ACP Magazines announced today that 30 Days of Fashion & Beauty – Australia’s biggest integrated advertising and retailer initiative – is back for the sixth consecutive year in 2012 and once again will be held throughout the month of September. Diamond sponsors this year include inaugural, long-term partner Priceline and, for the first time, Michael Hill Jewellers.

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30 Days of Fashion and Beauty uses the combined power of ACP Magazines’ mastheads to reach 9.1 million (Roy Morgan Single Source, March 2012) consumers, driving sales and influencing spending. This initiative has proved to be successful for more than 100 fashion and beauty brands since its inception in 2007 and provides a formula for businesses to kick start spending in a challenging retail environment.

Along with the stars of the event – the editors of participating ACP magazines – and the related 30 Days advertising campaign, ACP has signed rising star and Australian beauty Annabella Barber as the model face for the promotion and events. Annabella’s powerful blend of classical beauty and enticing edginess epitomises the initiative’s target Australian audience.

Says Louise Barrett, director of sales, ACP Magazines: “Now in its sixth year, we anticipate another successful 30 Days of Fashion & Beauty, allowing our magazines and their commercial partners to connect with their consumers and introduce themselves to millions more. ACP’s month-long, multi-title multimedia event is a fantastic platform to boost the Australian retail market and promote consumer spending with the focus on fashion and beauty for Spring/Summer 2012/13.

“Our Diamond sponsors, Priceline and Michael Hill Jewellers, will be exposed to 9.1 million (Roy Morgan Single Source, March 2012) consumers via in-magazine branding and a core presence at signature events held every day throughout the month of September, 2012.”

Says Amanda Connors, marketing director, Priceline: “As a founding partner of ACP’s 30 Days of Fashion & Beauty, this campaign has become an integral part of our annual calendar. This year will see the full integration of our recently re-launched health and beauty loyalty program, the Priceline Sister Club, and offers fantastic savings, events and competitions across all of our stores nationally. We’re also very excited to introduce our new mobile pamper parlour – the Priceline Sister Clubhouse – which will take the 30 Days of Fashion & Beauty experience to our customers who live in metropolitan and regional locations across Australia.”

Says Suzanne Szylvester, group marketing executive, Michael Hill Jewellers: “Michael Hill is delighted to align itself as a Diamond sponsor of ACP’s 30 Days of Fashion & Beauty for the first time. Like 30 Days, the Michael Hill brand continues to grow stronger every year. Over the past 12 months, we’ve launched a variety of exciting and dazzling new products for fashion-forward women, including our Infinitas collection, which celebrates relationships, and Captured Moments, charms celebrating those unforgettable occasions, which we’re excited to showcase at 30 Days of Fashion & Beauty.”

ACP Magazines titles involved in the 2012 campaign include: The Australian Women’s Weekly, Grazia, madison, Harper’s Bazaar, Woman’s Day, CLEO, SHOP Til You Drop, Rolling Stone, Cosmopolitan, Dolly, Good Health, Take 5, TV Week, NW and OK!

30 Days of Fashion & Beauty will be supported by an integrated marketing campaign which includes:

• A dedicated 30 Days of Fashion & Beauty website
• Three-month magazine advertising campaign
• 12-page supplements running in five major ACP magazines
• Metro TV and radio campaign in Sydney, Melbourne, Brisbane
• Public relations support

Creative Director: Carolyn Innis

Models: Ismini, Olga K, Audrey from Chic