Publishing Company Highbury House has hired Lexis PR to launch the
Sports Illustrated Swimsuit Issue, a once-a-year edition of the weekly
US sports magazine which features pictures of scantily clad
Lexis will oversee the edition’s launch in the UK and Germany, where
Frankfurt based Public Relations Partners will handle local PR. The
project lasts four months and carries fees of pounds 50,000.
The agency will focus on media relations using picture exclusives of
supermodels to obtain coverage. The target audience are 18- to
The annual Sports Illustrated Swimsuit Issue was first published in 1964
and last year’s edition, featuring model Tyra Banks, was read by an
estimated 52 million adults.