Iconic Australian lifestyle brand Meredith is undergoing a rejuvenation under its new Creative Director Jane Parker, the original Creative Director of Country Road. In late 2013, Meredith briefed Style Counsel to communicate the rejuvenation of the brand to an existing and new audience.
The strategy was to communicate the rejuvenation of the brand to potential new customers while ensuring that ongoing loyal customers felt embraced and part of the journey. Style Counsel worked closely with Bauer Media to implement a compelling advertising campaign in its key women’s title Australian Women’s Weekly which included brand advertising, advertorials, lift out supplements and competitions.
Style Counsel also worked closely with the media to communicate the new look Meredith via press previews, media kits, style sheets and ongoing dialogue with the media. As a fashion design industry leader, Jane Parker’s role as creative director is pivotal to communicating the new look Meredith, so Style Counsel generated media stories around Jane and her role in rejuvenating the brand.
Style Counsel commenced working with Meredith late in 2013 and to date has generated over $2.2 million in editorial value. The brand has been elevated in the eyes of the fashion media with product now regularly featuring in key titles including Australian Women’s Weekly and Woman’s Day both in Australia and New Zealand. Deborah Thomas, Director Media, Public Affairs and Brand Development at Bauer and Sunrise host Sam Armytage have both become a brand advocates wearing Meredith regularly both personally and on TV. Sam Armytage also featured the Meredith brand as one of her preferred fashion labels on Sunrise Couture.