St Luke's to seduce younger audience for Mills & Boon

Marketing Week
Date:18-Dec-08

St Luke's has won the advertising account for steamy publisher Mills & Boon. It follows a two-way pitch against an undisclosed agency.
A new campaign, which is due to break next summer, will aim to capture younger female readers aged between 35 and 40, while also consolidating its core consumers aged 40-plus.

It will be the first UK-specific, above-the-line activity in the brand's modern history. The last campaign - "Feel the Emotion" - was created in the US six years ago.

The agency aims to persuade younger women who "already read romantic fiction" to reconsider Mills & Boon.

The agency says the campaign aims to create an active community of readers who will be encouraged to engage with Mills & Boon content online. It will be supported by press work.

The media planning and buying will be handled by incumbent Total Media.

Another article on same subject:

Daniel Farey-Jones, Brand Republic 17-Dec-08, 11:45

LONDON - Famed romantic novels publisher Mills & Boon has appointed St Luke's to redesign its book covers and produce an advertising campaign for next summer.

St Luke's won the brief to help the publisher reach a new target audience of younger readers in a pitch against another undisclosed agency.
Mills & Boon sells more than 7m books in the UK, but has not run any advertising for six years.

This year it has been celebrating its 100th anniversary, for which it designed centenary covers in-house.

Liz Little, business development director at St Luke's, said: "It is not every day that you get to work with a client listed in the Oxford English Dictionary.

"We look forward to working with Mills & Boon to set a new agenda for the brand and activate their growing community of readers."