Media Relations: Playboy UK bids for mainstream image

Playboy UK is positioning its TV channel as a mainstream brand.

A media relations campaign is being prepared to coincide with the relaunch of Playboy UK's website and the release of the Playboy UK card later this summer.

The card has two versions, black and blue, and offers benefits such as access to Playboy channels, websites and DVDs. The black card is aimed at 'aspirational men in their late 20s to early 30s with disposable incomes who enjoy the finer things in life'.

The blue card will be available through recommendation only, and is aimed at customers who 'reflect the Playboy lifestyle'.

Frank PR is handling the campaign. Joint MD Andrew Bloch said the brief was to elevate Playboy and strengthen its positioning as the 'ultimate male lifestyle brand'.

The agency's strategy will involve creating 'anticipation, awareness and desire' around Playboy TV UK.

'In the US, Playboy is still seen as glamorous, and we want that to be the case over here,' said Bloch. 'We'll be trying to align it with men's consumer mags such as Arena, Esquire, GQ and Wallpaper*, and broadsheet supplements such as the Sunday Times Magazine.'

Frank will also target premium women's magazines, suggesting the card as presents for men.

The black card will cost £34.99 a month, but no price details have been released for the invitation-only blue card.

Bloch said the card would be promoted as 'not something just anyone can get their hands on', and would be offered to male celebrities such as Jude Law and David Beckham to generate publicity.

Integrated marketing will be handled by Maher Bird Associates, while Equinox Communications has been given a media brief.

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