DLF Promenade, a premier situated in South Delhi is celebrating its third anniversary. To mark the occasion, the mall is launching a custom magazine, ‘Promenade’, on February 9, 2012. The magazine is being published by Mediascope Publicitas India Pvt Ltd.
‘Promenade’, a fashion magazine targeted at women in the 18-45 age group, will be published quarterly and have a circulation of 20,000. The inaugural issue of the magazine features actor Kalki Koechlin on the cover page. The magazine would carry content related to fashion, beauty, travel, food, entertainment and so on.
Speaking to exchange4media, Indu Joshi, COO, Mediascope Publicitas, said, “The reason for launching this magazine is that DLF Promenade mall wanted to create a marketing tool that would blend content with commerce and be a sophisticated means of acquiring new clients. It will be a means to interact with the shoppers and increase footfalls to the mall.”
She further said, “We are targeting many advertisers like high street fashion, accessories, and so on. The unique quotient is that future issues will contain offer vouchers from stores within the DLF Promenade mall, which will work as USP and promotion too.”
Print and radio promotions are being undertaken to create buzz around the magazine’s launch. Joshi said that complimentary copies of the magazine would be sent out to the extensive shoppers’ list on the mall’s database. The magazine would also be kept at strategically placed kiosks in the mall.