Country Life hires Four Communications to promote rural life

Country Life magazine has brought in Four Communications to showcase rural life, following news that the Olympic opening ceremony will portray Britain's 'green and pleasant land'.

Country Life: wants to be positioned as an expert commentator
Country Life: wants to be positioned as an expert commentator

The 113-year-old magazine, owned by IPC Media, will be rolling out Rural Britannia, a series of stories and features celebrating the British countryside in the magazine and online.

It is seeking to position itself as expert commentator on the ‘special place the countryside occupies in the national psyche, the importance of preserving the rural way of life and the dream of many Britons have to relocate to the countryside’ in the UK and international media.

Film maker Danny Boyle, who is directing the Olympic Opening Ceremony on 27 July, has revealed that the Olympic Stadium will be transformed into ‘the British countryside’ with a backdrop featuring farmyard animals and British landmarks such as Glastonbury Tor.

Mark Hedges, editor of Country Life, said: ‘The  London 2012 Olympics is providing a global window for the British way of life and we are thrilled that the British countryside is being celebrated as part of it.

'The countryside is a major asset for the UK and Country Life will be showcasing the rural way of life at its very best.’

Four Communications has worked with Country Life magazine since 2007 on both a retained and project basis.

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