Magazines have been experimenting lately
with covers doubling as ad vehicles, and Elle Canada
has joined the mix with a special double cover for its August issue.
The successful TC Media title has a front cover featuring Canadian models Heather Marks and Meghan Collison, followed immediately by a second cover that features Collison showing off a new nail product from beauty line Sally Hansen.
"In an effort to always showcase original reader experiences and strategic advertiser opportunities, Elle Canada partnered exclusively with Sally Hansen to create this cover execution," reads a release. "The second cover also has other exciting features including a foil stamp logo, several promotional giveaways and encourages readers to enjoy Elle Canada’s summer nail special."
Monica Drexler, sales director of Elle Canada
, explained, “Sally Hansen expressed keen interest in a high impact advertising initiative to target Elle Canada readers during the summer. Together we worked on a stand out piece that met both its branding needs and our desire to offer readers a fun August cover."
“The partnership was a huge success and we will continue to offer our clients these types of innovative solutions for their advertising and marketing needs."
The August issue also includes Elle Canada’s annual fall trend report, a summer holiday escape guide and a reader contest to win a VIP Joe Fresh fashion and beauty prize package.
Both covers were photographed in Toronto by Jean-Claude Lessier, styled by Alisa Krost, art directed by Beatriz Juarez and edited by Denis Desro. The August issue of Elle Canada is $3.99 and goes on sale today at newsstands across Canada.