It's "game on!" in the glossy weekly sector, with Pacific Magazines' Famous the latest title to launch into promotional overdrive with a clever new multi-platform brand campaign featuring the tagline, ‘Mondays suck. Get FAMOUS’, produced by creative agency Bashful, and a redesign to boot.
"Whether you’re struggling through the hangover from hell, or just suffering from back-to-work blues, we wanted to be able to tap into this common feeling of Monday dread, and remind people of how FAMOUS can make your Monday better," Famous editor Gereurd Roberts said.
"It’s about turning the overwhelming drama of a hideous Monday into the drama, excitement and fun of reading about your favourite celebs in FAMOUS!"
The 30-second TVC, which will run on Channel 7, Arena, MTV and LifestyleYou for three months, is supported by the magazine's popular social media sites and a refresh of the look and content, which includes a new 'You' section covering health, beauty and lifestyle.
New fonts and layout changes freshen up the book for its young and celebri-insatiable demographic, while columnist Perez Hilton remains part of the weekly gossip offering. This week's issue aims to appease your daily-grind apathy with a nutritionally questionable serving of editorial looking at Kristen and Rob's shock split, Katy Perry's diva demands and Victoria Beckham's binge-eating guilt.
Famous was the only title to record a circulation increase in the March 2011 audit, though it's not resting on its laurels as it attempts to close the gap on its closest competitor NW.
Girl With a Satchel