Bauer Media’s Empire has unveiled details of its extensive brand marketing campaign to celebrate the December launch of The Hobbit: An Unexpected Journey.
It is Empire’s biggest brand campaign since its 2005 breathing Darth Vader cover.
The campaign will see the film magazine publish five different cover editions, each featuring a lenticular image picked by The Hobbit director, Peter Jackson.
Editorial will include an in-depth special on ‘The Hobbit’ with an entire feature section dedicated to the film comprising film visuals, character portfolios and on location interviews.
The US iPad edition will include extra content with additional marketing activity planned in the region.
Other campaign features here include 3D TV advertising space in Covent Garden, DEP and LCD advertising space in Leicester Square underground and high visibility promo bay space in all Asda, Sainsbury’s, Morrison’s and WH Smith Travel stores.
There will also be 30 seconds ads cross-promoted across Bauer radio and TV stations featuring the 5 collectable covers.
Rimi Atwal, Publishing Director of Empire magazine, said: “We’re hugely excited about the editorial and marketing activity planned for our celebratory edition of Empire. We have worked closely with Warner Bros on the selection of the imagery to feature on our front covers making December’s issue a hugely collectable edition.
“The option to collect one of five editions through print and digital is an exciting development which is sure to create a real buzz among consumers as the film launches.”