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Elle, Emap Elan’s flagship women’s monthly, launches an advertising

campaign this week which features images of the supermodel, Naomi

Campbell.

The high-profile pounds 750,000 drive to promote Elle’s September issue

breaks on Friday, fronted by a nude photograph of Campbell by the

celebrity photographer, David Bailey.

The campaign will also involve separate executions for the magazine’s

October and November issues. It will run for three months.

Devised in-house by Elle’s new creative director, Stuart Selner, the

campaign’s slogan reads: ‘Get dressed. Get Elle.’ The ads will appear

in the quality national press and on 200 London Underground sites.

Media planning and buying is by Universal McCann.

The autumn marketing initiative will include extra editorial pages and

an investment in improved production on the cover. Elle was previously

the only women’s ‘glossy’ magazine not to have a high-gloss cover.

Carrie Barker, executive publishing director of Emap Elan, commented:

‘We wanted to reinforce the three core Elle brand values, which are sex,

style and spirit. We looked at the brand strategy and decided to go back

to the original proposition, which is also the international strategy,

because we wanted Elle to be unique in the marketplace.’

The September issue is the first to be produced entirely under the aegis

of Elle’s new editor, Marie O’Riordan. O’Riordan took over from Nicola

Jeal in February and has instigated a number of changes, including the

appointment in March of Selner to the newly created role of creative

director, and an editorial rethink which included the introduction of a

feature at the front of the magazine.

Elle is published by Emap Elan for Hachette Emap. It was launched in

the UK in 1985 with a target circulation of 250,000 for the first three

years. Its last ABC figure for July-December 1995 revealed that its

circulation had dropped to 205,511.