Carat to handle £8.5m Love It! brief

News Magazines the magazine publishing arm of News International has appointed Carat to handle the £8.5m planning and buying brief for the launch of Love It!, the debut launch from its stable.

News Magazines is set to launch as many as five titles over the coming year, including The Sunday Times Inside Out debuting on March 16, and Carat is expected to be appointed to handle the launch activity for all these titles.

The creative for the Love It! campaign will involve the strapline 'real life starts on a Tuesday' and will focus on observing people waiting at a bus stop.

The television campaign will launch on 4 February and run for three weeks on ITV, Channel 4, Five and Sky.

The first two issues of Love It! will have a print run of 1.3m and will be sold at the promotional price of 30p and will be boosted to 60p after that.

The launch on 7 February will also be supported by a three million copy sample run given away with the Saturday edition of The Sun and the News of the World on the weekend before the first edition's launch.

The campaign also includes point of sale at retail outlets and house ads with News International titles.

Love It! contains real life triumph over tragedy stories, including sections like 'You'll Never Believe It'. It will face immediate competition from Real People, the ACP-Natmag title that launched on 12 January with a media strategy constructed by Initiative.


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