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The Property Magazine goes large
The Property Magazine has created one of South Africa's biggest ever print ads for client, Johnnie Walker. Publisher Tony Vaughan says, "We designed the placement and size of the Johnnie Walker ad around our editorial on skyscrapers. Editorially, we even turned our editorial on its side so that it
could run alongside a magnificent picture of the Ponte skyscraper."
The ad is the latest in Johnnie Walker's phenomenally successful 'Keep Walking' campaign and features a three page, A3 fold-out showing the Johnnie Walker 'striding man' billboard spread across a city skyline.
With 90 000 of The Property Magazines 100 000 copies distributed free nationally to AB income homes, SAA/Virgin/KLM business & first class lounges, Rovos Rail, 5 star hotels, South African consulates and embassies worldwide and other luxury leisure outlets throughout the Western Cape and
Gauteng, The Property Magazine is the biggest lifestyle publication in SA targeting this income group.
The Johnnie Walker print and outdoor campaign called "Icons" consists of a number of simply executed, iconographically illustrated, "journeys of progress" - using the golden progress line and signature black background. The journeys include venturing through a maze, the skylines of famous global
cities and a rising line through a graph.
The campaign will be running in both print media - via high impact double page spreads in a selection of the top glossy consumer and financial magazines - and outdoor.
For the outdoor campaign, Marketing Manager for Johnnie Walker SA, Lucien Van Huyssteen, says the brand has taken ownership of landmark sites, using dramatically large size billboards to convey the simplicity of the message, creating stature, "big brand" feeling and presence.
