Pacific power brands Men’s Health and Women’s Health Australia are leading a global cross-platform exclusive that sees Chris Hemsworth and Elsa Pataky appear on simultaneous covers, in addition to exclusive interviews and content shared across the brands’ multiple touchpoints.
In a world-first, the couple appear on the covers of the March issues of each title, with the Australian editions driving the collaboration across 23 global editions of Men’s Health and Women’s Health.
The publishing coup coincides with the global launch of Hemsworth and Pataky’s new fitness and wellness app, Centr, available for download worldwide from February.
Photography and interviews with Hemsworth and Pataky, which are being run by all global editions, have been produced by the Australian teams and shot on location in Byron Bay.
Gereurd Roberts, CEO of Pacific, said: “It’s a testament to the ongoing power of our brands that global superstars like Chris and Elsa trust Men’s and Women’s Health to tell their stories, and the global network entrusts us to create exceptional content that will connect with consumers worldwide. It’s evidence again of the quality of talent and titles at Pacific.”
The unprecedented collaboration reaffirms the domination of Men’s Health and Women’s Health in the Australian health and wellness category. With a combined footprint of more than three million people across print, social and digital, both brands’ influence, growth and innovation are unparalleled in the Australian market.
Jacqui Mooney, editor of Women’s Health Australia, said: “This cross-platform initiative has been six months in the making, and we couldn’t be more excited with the results. Both Chris and Elsa authentically live and breathe health, fitness and wellness – as do the Women’s and Men’s Health brands – so it was a pleasure to partner with them on this ground-breaking project.”
The collaboration comes off the back of the biggest 12 months in the history of Women’s Health Australia, with the launch of bespoke events Celeb Sweats, Secret Sweats, WH Talks and podcast series WH Uninterrupted, as well as the television broadcast of the 2018 Women’s Health Women in Sport Awards on the Seven Network.
The March edition also marks a milestone for Men’s Health. It is Australian editor Scott Henderson’s first since taking over the brand in late 2018.
Henderson said: “This issue ushers in an exciting new era for Men’s Health. We have refreshed the brand across all of its assets, creating a fresh look for our covers, including a worldly editorial content mix as well as carefully thought-through digital, podcast and event executions.”
Of the Hemsworth/Pataky collaboration, Mooney concludes: “We’ve already delivered so much in the past 12 months but expect to see more major firsts like this from Men’s Health and Women’s Health in 2019 as we continue to evolve and grow these powerful, multi-platform brands with the help of like-minded partners.”
The March issues are on sale globally from January 31, 2019.
Exclusive subscriber covers of Men’s Health and Women’s Health have also been created for the Australian market.
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