The goal of the campaign, she added, is "to show marketers what they get when they buy ads in Self and work with us on partnerships."
The multi-platform campaign, called "iCurate My Life," shows how readers of the magazine curate or choreograph their lives, and how the magazine is a part of that. It focuses around Self's core mission involving fitness, beauty, health, and food.
The campaign includes advertisements on taxis in New York and in industry publications about media and marketing, fashion and beauty, and women in business. Traditional media outreach will target similar publications, and the campaign kicked off with earned media coverage in Women's Wear Daily on September 2.
"This is an opportunity to enable our executives to get their voices out into the marketplace," Theodore said. VP and publisher Laura McEwen, who developed "iCurate," is new to Self and will work to introduce herself to marketing partners through this media outreach.
Online, the campaign has a video that will be posted on Self.com and distributed through Facebook and Twitter. The internal PR team is also targeting bloggers with the video and media outreach.
The campaign is scheduled to run for several weeks, at which point the magazine will determine the success of the program and how they can expand the branding campaign with additional platforms based on feedback.