A series of five-foot flys, featuring cut-outs of female celebrities
contending for the main prize, will be posted around central London on
Friday. The ambient campaign spearheads a cross-media drive around the
event, which extends to press ads and themed programming on Emap's QTV
station.
The press execution, produced in-house, mimics the style of the cult entertainment gossip website Popbitch, with a list of teasing references to the competition's results. The ad will run across Emap titles such as Heat, Max Power and Empire during June.
The campaign marks the heaviest promotion of the Sexiest Women supplement, which has attracted a sponsor for the first time. Foster's lager is backing the feature as part of a £1 million cross-media deal negotiated by MediaVest last year.
FHM will be hoping for a strong performance from the July issue to help stabilise its circulation after a slump of 20 per cent year on year in the July to December ABCs.
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