Hearst Unfolds ‘Made in Italy’ Push

Hearst Magazines is at the center of the Italian Trade Commission’s new “Made in Italy” fashion campaign, which rolls out this month in U.S. magazines and newspapers.
 
Hearst created the campaign, which includes print pages, a Web site, events and retailer trips to Italy. It marks the publisher’s biggest program so far for the commission.
 
For the print component, 16-page fashion portfolios will run in fall or winter issues of five Hearst titles: Harper’s Bazaar and its bonus issue, Runway Report; Town & Country; Marie Claire and Esquire.
 
The print ads are customized to each title, which is part of a stepped-up effort by Hearst to improve advertising’s effectiveness by tailoring it to the host magazine’s audience. The campaign also will run in regional magazines and newspapers.
 
Other elements include a Web site, Lifeinistyle.com, featuring images from the campaign, shopping information, giveaways and a photo contest; and in-store promotions across 150 specialty shops in the spring of 2010.