NEW YORK: Giant magazine has hired Andy Morris & Co. for a six-month PR campaign designed to promote the new magazine and extend its brand awareness.
The campaign will begin with the magazine's second issue, which will be out on newsstands mid-month.
"We think the content is so original," said Judith King, principal and co-partner of Andy Morris. "It's a cultural bible of the moment."
The magazine, which is geared toward men ages 21 to 34, is best described as "Britney-free and snark-free," said King. The inaugural issue features actor Jack Black on the cover, with an eclectic mix of celebrities found inside, including Kurt Vonnegut, Christina Ricci, and Tom Selleck.
King said her firm has a reputation for "off-the-beaten-track marketing," a tactic that will be used in planning a variety of different promotional events during the next six months. Each of these promotions will play off the content of the issue that coincides with the event.
Some of the campaign plans include a dinner with the members of the band Interpol, parties with celebrities featured in the magazine, and direct-mail outreach. Ultimately, King said, the campaign is designed to target the wide demographic of the magazine. As such, the firm will utilize media outlets, such as radio and print, as well as special events like music festivals and film festivals.
Although Andy Morris' contract with Giant is for only six months, King said she is confident the firm's work with the magazine will extend beyond that. "We anticipate a really long relationship," she said.