Magazines Ireland continued its Power of Magazines series in an event with the PRII at the Mansion House on Thursday. PR professionals and Magazines Ireland members came to hear a panel of speakers share case studies of innovative content creation for PRs in Ireland’s top magazines.
First to speak was IMAGE Publications’ Melanie Morris. After taking us back to IMAGE’s beginnings 40 years ago, Melanie illustrated the speed at which technology is changing by the fact the IMAGE website needs a complete redesign after only two years.
The IMAGE case study was a partnership with Vichy, to launch their Idealia Life serum.
Combining online, print and a reader event, IMAGE delivered a strategy that utilised the IMAGE audience as well as their Online Editor and a number of chosen personalities, who tested the new product and gave their feedback.
Aideen O’Brien of Xposé shared methods Xposé use to provide an enriched consumer experience through their multi-platform brand. She stated the importance of listening to customers and having a circle of trust, as well as the value in constantly re-evaluating strategy based on feedback from the target audience.
O’Brien presented the Beverly Hills Formula as a case study. Xposé created a strategy to increase brand awareness and re-position Beverly Hills Formula as a beauty product, not a dental one. This was achieved by sponsorship of the Xposé social pages, product placement and advertorials. It led to increased sales and awareness, showing that even small brands can achieve big results through seamless integration.
Dani Synott of Checkout magazine discussed how brands can utilise trade publications in innovative ways. Strategies should be strong, well thought out, and communicate a relevant message.
Checkout’s case study was a collaboration with Mars, who wanted to promote M&Ms. Mrs. Green M&M returned to Checkout for the second year in a row this St Patrick’s Day, for an editorial takeover of the magazine. This was a very impactful campaign. Mrs. Brown was also featured in an inside cover gatefold that grabbed attention. Checkout also worked with Heineken to provide a teaser campaign for Orchard Thieves cider before its release.
Elaine Prenderville of Harmonia shared magazines’ unique position to offer a visually appealing, 360 approach to campaigns, with the best creative talent at their disposal.
Harmonia’s Creative Communications department created a 360 communication strategy for Aldi which included an elevated brochure with creative content, beautifully produced photography and a video made by the Harmonia team.
Prenderville reminded the room that editorial and PR’s are two sides of the side coin. Magazines can offer PR’s campaigns made with integrity that speak to consumers and amplify the message, while making use of the assets that magazines have, from design teams to photography and editorial trust.
A Q&A session followed, touching on how smaller brands can work with magazines, and the importance of give and take in the editorial – PR relationship.
Speaking after the event, Grace Aungier, Magazines Ireland CEO said, “Magazines Ireland demonstrated innovative ways publishers are working with PR professionals to create high quality marketing campaigns and showed new ways to work together to benefit both clients and magazine brands.
The case studies presented by both B2B and consumer publishers how you can create targeted and innovative campaigns using a combination of print, digital, social and events.”
John Carroll, CEO of the PRII, thought “the event gave a clear perspective to PR professionals as to how magazines are constantly changing and innovating. It was great to get such an insight and for an opportunity to network with peers from the world of magazines.”
Photography and Words – Christine Maguire
