Prime Video and Are Media have brought back Girlfriend magazine for a one-off print edition with Taylor Swift on the cover.
The partnership was supported by Prime Video’s retained media agency Rufus, powered by Initiative.
The revival of Girlfriend magazine is part of a nostalgia-filled, omnichannel creative campaign, which celebrates the launch of new Australian Amazon Original series Class of ’07, premiering globally on March 17.
Hushidar Kharas, Prime Video Australia and New Zealand country lead, said: “Content is an intrinsic part of culture, and what better way to celebrate the culture of the noughties than by bringing back the beloved magazine that women across Australia read in their teenage years! Our strong partnership with Are Media and Rufus has enabled this fun flashback, and we hope readers and viewers are delighted.”
Are Media has secured Taylor Swift for the cover of Girlfriend’s exclusive collector’s print edition, which will see editorial unpack the hottest trends, fashion hits, and celebrity crushes of 2007.
The magazine will see the return of fan-favourite sections such as “How Embarrassment!” and “Sex Ed” with sexologist Chantelle Otten, and features celebrity interviews with Emily Browning, Caitlin Stasey, and Megan Smart from Prime Video’s Class of ’07.
The collector’s run of 5,000 copies will be distributed to commuters at key hubs across Sydney on March 9 and at the exclusive premiere of Class of ‘07 on March 15.
Also head back to the noughties with a retro pop-up experience at Westfield Parramatta from March 16-19, with free copies of Girlfriend. Those who can’t get their hands on the limited print run will be able to read the digital edition.
Andrew Cook, Are Media director of sales, said: “We are thrilled to be working with Prime Video on this unique campaign, bringing back the iconic magazine Girlfriend. The concept truly is a great example of the creative potential of our omnichannel offering, which drives engagement and awareness for maximum results.
“This campaign demonstrates the strengths of our creative team, and their ability to tap into the 2007 zeitgeist to create an out-of-the-box offering, and to deliver the campaign across Are Media’s omnichannel offering. Plus, it’s been wonderful to reinvigorate Girlfriend magazine for a new audience—and take our 2007 readers back to their teen years!”
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