NEW YORK: Better Homes and Gardens has launched a trade and brand marketing campaign aimed at changing the way people think about the publication.
"It's such a different campaign," said Katharine Robbins, associate director of media communications for the magazine. "Most of the PR efforts are grassroots and viral."
Using the theme "What Really Matters," the campaign seeks to prove that people across different lifestyles have similar values that can be tied back to the magazine.
The magazine worked with The Sullivan Group, a brand marketing consultancy, to develop The Pink Book. The book features interviews with more than 100 media pros at advertising agencies, such as Universal McCann, about what really matters to them.
The book is also featured on the magazine's website.
"Better Homes and Gardens reaches 38 million women every month - that's one in four women," Robbins said. "What we're really trying to do is find a creative way to target people who wouldn't necessarily think of themselves as Better Homes and Gardens readers and tie them in."
Currently the title is planning 10 events at the top advertising agencies in New York, Detroit, and Chicago, during which the magazine's editor-in-chief and sales team will be present, said Robbins.
She added that a consumer outreach effort has not yet been planned.