Bauer readies summer Heat marketing campaign

Bauer is unveiling its cross-platform marketing campaign next week for Heat magazine, which will focus on its expertise in tracking down celebrity gossip.

Heat: readies summer marketing campaign
Heat: readies summer marketing campaign

Ten and 20-second ads break on Monday, 27 June and will play across national and multi-channel slots, including ITV, Channel 4 and Sky, for three weeks.

The ads, created by CHI & Partners with media planning and buying from OMD, feature a character called The Gossip Guru, who represents the ultimate authority on gossip and the definitive guide through the world of celebrity.

The Guru is Heat's biggest fan and is passionate about spreading the title's gospel. The ads will also be available as a viral to drive users to the Guru's own Twitter page.

Additional coverage over the three-week period will come through Bauer's portfolio of radio stations, including Heat's online station, as well as through sister magazine titles Closer and More.

Sophie Wybrew-Bond, managing director of Heat, said: "We wanted CHI to create an original, inventive campaign that reflected heat's unique qualities, points of difference and unrivalled breadth of trusted content.

"The Guru will amplify heat's continuous conversation with its premium audience, connecting and engaging them in a unique way that will set heat apart from its competitors and drive an appointment to purchase every Tuesday."

The campaign will aim to breath new life into a magazine which is in the midst of a sales decline.

According to the most recent figures  from the Audit Bureau of Circulations (ABC), sales of Heat magazine dropped 19.3% year-on-year to an average weekly circulation of 370,132 during the second half of last year.

Editor Sam Delaney stood down in December 2010 after little more than a year in the post. He was replaced by acting editor Lucie Cave.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Gravity Road: new Bombay Sapphire Imagination Series 'exceeds' our 2013 Bafta win

Bombay Sapphire has launched the second year of its 'Imagination Series' of five sponsored short films, after one from last year's series won a Bafta for Gravity Road in January.

Outdoor Campaign of the Month: Just Eat
[Sponsored feature]
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.


Get news by email