To create a launch campaign to win over the Chinese market through the modern and style-rich image that distinguishes Grazia magazine. By launch campaign, we are referring to the concept of an out-of-the-box PR event as well as the advertising materials that precede and accompany the launch (teaser campaign + launch campaign + maintenance campaign). The goal is to obtain a high level of brand awareness. Moreover, the campaign must arouse curiosity and encourage people to try the magazine.
(Attract the target – generate product trial – create a “buzz” around the product)

Young Chinese women, 20-35 years of age (never call them girls!), obsessive consumers (but “I don’t always have the money for Gucci!”). A few years ago they started to earn a good salary. They normally live in the center of large or medium-large cities. They are positive, curious, and have strong values, the latest generation Motorola, perhaps pink, and a teddy bear, also happily colored, hanging from it. They don’t own a car, but do have enough money for taxi. Independent, up-to-date, avid visitors of trendy establishments and new restaurants. Highly attentive to fashion, or rather, what is considered fashion in China.
They mix Americanness – and the Western world in general – with what they consider "cool" about being Chinese. They want to understand the cosmopolitan context in which they are placed and be the protagonists of it. They want to be and appear informed and they are searching for an original personal identity and style in a world that is changing around them everyday.

Grazia is a magazine that talks to women and listens to their needs. First and foremost the need to be informed about what is truly important to them: from fashion to beauty, from current events to entertainment. Grazia has a warm interactive rapport with its readers and it is the most qualified interpreter of the “Made in Italy” style, though its character is international. Without a doubt fashion is its strong point: positive, trendy, easy chic, never vulgar or banal, photographed in a way that makes the image evoke situations with a dream element to make readers want to dress in that way.

Grazia is the first bi-weekly glossy magazine on the Chinese market. It is different from the upmarket fashion monthlies that have become slow and incapable of keeping up with the frenetic lives of young Chinese women, who are hungry for fashion, news and trends, interested in political issues and at the same time the latest popular reality shows. It is also different from the weekly gossip magazines that are simply preoccupied with publishing scandalous photographs of celebrities. Grazia is the bi-weekly magazine that is really cool and talks about things that happen (current events and happenings) and personalities that do things (extraordinary lives of ordinary people in the ordinary lives of extraordinary people) during those two weeks. It is so inquisitive and indiscreet that it is addictive.

Tongue-in-cheek, chic, feminine and international, authoritative and positive, surprising and slightly irreverent.