Bauer Media’s Grazia, the weekly glossy magazine for women, has announced an exclusive partnership with OFFICE to promote OFFICE’s profile amongst new customers and position them as the destination footwear brand. The year-long multi-platform campaign is the biggest fashion partnership for Grazia to date and is the first time this ‘newspaper format’ has been produced by the brand for a client. The campaign activity sees Grazia create a quarterly eight-page ‘shoespaper’ which will be inserted into the centrefold of Grazia magazine and distributed in OFFICE stores around the UK. Editorial content will reflect current shoe trends, such as icons of the month and festival forecasts. The ‘shoespaper’ will be supported by monthly ‘shoes letters’ distributed via email to over 100,000 women aged 25-44 across the Bauer Media audience. Native articles on GraziaDaily.co.uk and editorial mentions in Grazia magazine will also keep users updated with the campaign and OFFICE messaging throughout the year. The partnership was informed by Bauer Knowledge: The Millennial Chapter, which looked into how advertisers and brands can best communicate with millennials and the different ways to approach them.

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