As the magazine sector's revenue from sales keeps shrinking, publishers are increasingly looking to make up the shortfall by moving their brands into meat-space (and greasing up the paymasters with creative advertising solutions). And, following on from ACP's successful 30 Days of Fashion and Beauty last year, it has just launched the next iteration of the scheme with 30 Days of Health and Wellbeing, "a cross-platform editorial and advertising initiative designed to promote health awareness and physical and emotional wellbeing".
One in four New Zealanders is obese, we're third on the fattest nation list behind America and Mexico and one of us dies of a heart attack every 90 minutes. But ACP is trying to do its bit to give its readers—and, ideally, some more future readers—the tools and the motivation to turn these statistics around by providing a series of health-focused events and resources.
The same programme has been running successfully in Australia for three years and Dove and Nice & Natural are onboard as main sponsors for the New Zealand programme.
"30 Days of Health & Wellbeing will extend the power of our market leading brands off-the-page through relevant events that connect both readers and advertisers," says Jackie Campbell, group sales and marketing manager women’s and men’s. "Readers will be able to engage with their favourite magazines and advertisers via www.30daysofhealthandwellbeing.co.nz, social media and dedicated events and seminars."
Before the website went live, she says the site had attracted an impressive number of email registrations as a result of extensive marketing across the six ACP titles involved: Woman’s Day, NEXT, The Australian Women’s Weekly, Good Health, Taste and North & South.
This weekend, a free Spa event will take place at The Cloud in Auckland featuring fitness classes, seminars from top experts and exhibits and giveaways from key brands. There are also boot camps in the main centres at a reduced rate in association with Les Mills, a 30-Day Challenge with downloadable plans compiled by leading health experts covering nutrition, exercise and wellbeing, and two comedy events that promote the benefits of laughter.