Ahead of the Christmas Day release of Bridgerton on Netflix, the streaming service has partnered with Bauer Media and the holiday issues of magazines heat, Closer and Grazia to promote the new British period drama.
All three magazines feature different ads to match the publications’ editorial style and reflect its readers.
For the first time in its publication, heat will include a ‘Peel and Reveal’ execution to advertise the new TV show. In Closer, a partial cover wrap features on the popular Christmas bumper issue. Lastly, to appeal to its fashion-forward audience, Grazia is running consecutive advertorials with a focus on the show’s elaborate wardrobe and styling, running in between ‘Bookend’ ads.
The campaign followed research that showed a positive impact when display formats appear alongside an advertorial. According to Bauer Media research, 16% of audiences have been reading more magazines now than prior to the pandemic, with 22% citing that they feel that they have a closer relationship to their favourite magazine compared to pre-lockdown.
Clare Chamberlain, Sales Director, Magazines, Bauer Media, said “We’re so excited to watch Bridgerton ourselves, so it’s been a joy to work with Netflix across three of our most popular titles to create bespoke ads and content to encourage our readers to put it at the top of their Christmas watching lists too. Partnering with Netflix – who are renowned for their creative content – has inspired and allowed us to be really creative too, making the most of the print medium and introducing new executions we’ve never done before.”
The deal was brokered by Wavemaker.