Cocktail Marketing brokers QVC and Woman partnership

Leading partnership agency Cocktail Marketing has brokered a three-month partnership between QVC, one of the largest multimedia retailers in the world, and Woman magazine, published by IPC Connect. Woman and QVC will enter into a fully integrated, multi-platform, three month long partnership deal across the retailer's TV channel and website and in the pages of the magazine.

Woman will be the masthead sponsor of two hours of QVC programming each week with a key focus on beauty, and Woman editor Jackie Hatton will appear live on-air. In addition, QVC will play out a series of pre-recorded video clips featuring advice from Woman's team of beauty experts. Throughout the partnership, QVC will run exclusive competitions and reader offers within Woman, as well as advising on best buys and giving product reviews; and QVC's resident beauty expert Alison Young will feature in Woman's new On Test Squad reader product testing panel. Woman editor Jackie Hatton says: "Woman magazine is delighted to be linking with shopping channel QVC. Having conducted extensive reader research this year, we know that home shopping is an area of huge interest to our readers who pride themselves on being savvy shoppers.     "As Woman expands its consumer coverage - including the introduction of the new On Test Squad, which offers weekly product reviews from real women – the timing of this partnership really couldn't be better". Appeal "QVC and Woman have joined together in a substantial and creative partnership", said QVC Marketing Director Sue Leeson. "This three month programme will effectively cross promote the media partners in an engaging way to a shared target audience through a range of editorial and sponsorship tactics. "We are delighted to work with Woman - a great partnership with strong customer appeal". Both Woman and QVC have core audiences of C1/C2 women aged 45-plus. QVC is available to 22.8 million UK homes and Woman has a weekly circulation of 347,585.