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HOPING FOR A PARTY: Starting today, W is launching a new brand campaign, dubbing the Condé Nast monthly as “Fashion’s After Party.”
“We were trying to define what is special and how different is W from other publications,” said editor in chief Stefano Tonchi. “Other publications have these parties that are sometimes very formal, sometimes very brief, sometimes very boring, sometimes very glamorous, but somehow it is always a place where you don’t necessarily have a lot of fun. And we were talking about how you have fun after the party.”
“When you look at Fashion’s After Party, that means it is exclusive, it’s insider, it’s the place where the fun happens and the heels get kicked off,” said Nina Lawrence, W’s publisher. “That’s the personality of W and it is not — it is not — the brand position of any other magazine out there.”
W publishing director Bill Wackermann said the brand campaign is starting now because Tonchi has been in the job for just over a year and he’s had a chance to “solidify his vision” of the magazine.
The campaign will use photos that have appeared in W and the ads will be splayed on taxi rooftops, phone kiosks, inside Condé Nast magazines and on its Web sites. Also, the W team will be sending bottles of Dom Perignon to celebrities, designers and a few restaurants and nightclubs around the city and the Hamptons in an attempt to stir up excitement.
The brand campaign comes at a time when W could use a further bump in business. Ad page growth has been modest with a 5 percent gain through the first half of 2011 after a year in which it was down 1.9 percent.
— JOHN KOBLIN