Lucky, the magazine about shopping and style, and Adspace Networks, in-mall digital television networ, have partnered to create unique editorial content for mall shoppers on the network’s Smart Screens.
“This marks the first time that Adspace Networks has partnered with a third party for content,” says Dominic Porco, Adspace chairman and CEO.
Branded ‘Smart and Lucky’, these features star Lori Bergamotto, style contributor for Lucky. The spots run 20-to-30 seconds each, and will be incorporated in Adspace’s editorial content to run nationally throughout the network’s 137 Class A malls.
“These features will be fresh and current and we will be delivering the latest fashion trends and shopping tips,” says Warren Christopher, Adspace editorial director. “Upcoming features in the pipeline will include holiday gift suggestions and fashionable New Year’s resolutions.”
In addition, Adspace Networks will air exclusive behind-the-scenes footage from Lucky cover shoots featuring the most stylish celebrities. November cover girl Kim Kardashian is currently featured giving advice on ‘dressing like a Kardashian’. Lucky’s December cover model Jessica Simpson shares her favorite fashion tips.
“Adspace reaches 30 million individual shoppers per month so it makes perfect sense to give them a taste of the Lucky point of view on shopping and fashion,” says Brandon Holley, Lucky’s editor-in-chief. “The content from our editors will cover a wide range of fashion and beauty tips as well as how-to videos.”
“The ‘Smart and Lucky’ exclusive features and tips from the Lucky cover celebrities take Adspace’s editorial strategy to an exciting new level,” says Bill Ketcham, executive vice- president and chief marketing officer, Adspace Networks. “Lucky is the authority on shopping, and its fashion-savvy brand will give our avid shoppers another great reason to engage with our screens.”
Lucky magazine, which showcases what to wear and how to wear it, making fashion and beauty fun and accessible, has a circulation of more than 1.1 million, and is one one of the most successful magazines in Condé Nast history.