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Joe Fresh conducts Fashion campaign

Retail chain Joe Fresh is conducting a promotion in association with Fashion Magazine. The September issue of the publication will incorporate a branded eight-page cover gatefold and a second cover, as well as digital materials. According to the magazine, this is the first promotion of this kind it has conducted. The gatefold promotes five outfits available from Joe Fresh. It also includes a five-page feature article. Five thousand copies of the magazine will be distributed via the retailers main store in downtown Toronto. The promotion also includes branded content on the magazine's Snapchat and Instagram accounts, as well as a 45-second online video at <http://www.fashionmagazine.com>. Visitors to the Instagram page can also enter a contest to win $500 in Joe Fresh apparel. In-store activities will comprise special events in Toronto and Vancouver in September.

"We are excited to bring this unique content collaboration to life in the September issue of Fashion via print, digital, social media and in-store," said Jacqueline Loch, vice-president and group publisher for women's brands at St. Joseph Media. "This is partnership at its best and it really raises the bar for collaborations in the future. Joe Fresh challenged us to do something bold, first to market and groundbreaking, and we responded with a beautiful multi-platform editorial integration that is on-brand for Fashion and designed to engage consumers."

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