Conde Nast is to launch Vogue.com, a gateway to Vogue websites
around the world, with a campaign from M&C Saatchi that is designed to
show the beauty of the brand .
The UK campaign breaks on 1 May and will coincide with the launch of the
US and UK sites. These launches will be followed by the launch of a
French site in July which is timed to tie in with the Paris couture
shows.
The ad campaign, which will run for two weeks, includes 96-sheet and
48-sheet posters, bus-sides, press and online advertising.
UK visitors to Vogue.com will be directed to the revamped British Vogue
site at Vogue.co.uk. New additions to this site include online shopping,
allowing visitors to buy from shops such as Browns, Burberry and LK
Bennett.
Visitors will also be able to acquire their own free Vogue.com e-mail
address. Other new features include a street-style section and a 24-hour
live webcam of the Vogue House foyer.
Vogue.com was launched in 1996 - making it one of the oldest women’s
websites. It achieves 1.25 million page impressions a week and 200,000
users per month.
Jill Thater, the commercial director at Conde Nast Online, said: ’The
advantage we have over other women’s sites is that they are trying to be
all things to all women. Vogue is about quality and making discerning
choices. We are not all things to all people.’
She added: ’This allows us to attract advertisers such as Bobbi Brown
and Givenchy, which other sites are not able to do.’
The ad campaign was written by Mark Goodwin, group creative director at
M&C Saatchi, and art directed by Tiger Savage, the agency’s head of art.
Media planning and buying is handled by Manning Gottlieb Media.
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