In addition to a print edition within Marie Claire Runway, a responsive website is being marketed to upmarket women in China before they visit the capital and while they are in the UK, through IP address and browser language targeting.
Published in Mandarin, the responsive website for the Marie Claire Runway London Shopping Guide includes content such as interactive maps of the key shopping locations and an insider’s guide to London’s best kept shopping secrets.
The print edition, also published in Mandarin, is a glossy 24-page luxury shopping guide, inserted into 10,000 copies of Marie Claire Runway. With an A4 size, says Marie Claire, the guide is easy to tote on a London shopping trip and is targeted at Chinese tourists visiting the UK. Distribution includes key London hotels, financial institutions, Eurostar, retail outlets, Chinese tour operators and key airports and airlines.
Advertisers supporting the Marie Claire Runway London Shopping Guide include Burberry and Ferragamo.
Justine Southall, publishing director for Marie Claire, comments: “We know that the Chinese consumer already has an affinity with the Marie Claire brand, and given the growing numbers of Chinese luxury travellers and our fashion credentials, the launch of this shopping guide makes perfect sense. We’re already working on an enhanced digital proposition for 2015.”
