Magazines struggling to survive could take a lesson from Better Homes and Gardens. Over 85 years old, this powerful publication has extended its brand far beyond the page, moving into television, books, furniture, home and garden products, and even selling real estate.
Now Better Homes and Gardens has teamed up with Weber, a leading maker of outdoor grills, to sponsor the Chill & Grill Festival, a live event that will take place in Chicago's Lincoln Park on May 21 and 22. The event will include tasting booths, a "chill zone" lounging area, a live grilling showdown, master chef classes and demos, local restaurant tastings, cookbook signings, music, and activities for kids.
Amanda Cortese, Associate Director, Brand Business Communications for Meredith Corporation, the magazine's publisher, tells brandchannel that Chill & Grill is taking advantage of "two of the hottest trends" in the US.
It's "a national, fully-integrated editorial marketing platform that leverages all of Better Homes and Gardens' many brand assets to speak to two of the hottest trends in the country: grilling and outdoor entertaining," she says.
"The program builds on Better Homes and Gardens' position as the authority in these spaces, demonstrated through its many platforms including website, magazine, grilling-focused Special Interest Publication, grilling books and more, while providing targeted marketing opportunities for advertisers," she adds. "Additionally, we have ample research to support the claim that our readers are huge grilling enthusiasts and they love to do it year 'round."
Chill & Grill is supported with promotions appearing in Better Homes and Gardens magazine, along with a dedicated website, Facebook promotion, a consumer contest, national retail promotion through SuperValu and Jewel-Osco, and additional sponsorship by the aforementioned Weber, along with Birkenstock, Lay's, Oscar-Meyer and Pam.