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Emap Metro is to spend around pounds 5 million on an aggressive

advertising and marketing campaign for its weekly entertainment title,

Heat, which will launch on 2 February.

A high-profile above-the-line campaign, created by Bartle Bogle Hegarty

and planned and bought by Motive, will kick off on 29 January. It will

draw consumers’ attention to what Emap believes is a wholly new kind of

title. Heat, an entertainment bible which also includes a TV guide, is

aimed at 18- to 30-year- olds.

BBH has created TV, print and outdoor executions using the theme, ’where

there’s smoke’.

The TV commercial aims to differ from conventional magazine advertising

with a flame motif and an unusual soundtrack. The 60-second ad shows

people going about their everyday lives - a young woman relaxes in a

bath, a man flinches from the rain and another man prepares to have his

haircut in a barber’s shop - against a background of white noise. But as

each person opens a copy of Heat, music breaks out and the readers are

engulfed in flames.

The flames are a metaphor for Heat’s ability to inform people of the

latest entertainment news, interviews, reviews and previews. Even the

barber who is drawn into reading his client’s magazine is set alight by

what he sees.

The commercial was written by Alex Grieve and art directed by Adrian

Rossi. It was directed by Laurence Dunmore at RSA Films.

Gary Twelvetree, Emap Metro’s marketing manager for Heat, said: ’The

advertising is pretty dramatic and we can use it not just above the line

but at point of sale. We genuinely believe it conveys the whole essence

of the brand, which is the inside track on entertainment.’

From 25 January, Emap will start sampling activity among 300,000

potential Heat readers, with prelaunch copies distributed through Emap’s

database of readers, as well as to NatWest cardholders and through

Virgin Megastores.

Emap has set the magazine a target circulation of 100,000 copies a

week.

Emap has been developing Heat for three years and it is the publisher’s

first major launch since the glossy women’s monthly, Red, came out of

Emap Elan last year.