Elle magazine has taken advantage of the selfie era offering its customers the chance to be on the cover of its October issue with Allkotes Mirrakote film. ElleAus developed the ‘Be The Cover’ concept in a bid to create a connection and engage with their readers. The Mirrakote film allows customers to capture their reflection on the cover of the magazine and take selfies.
Speaking with Australian Printer, Darren Delaney, business development director at Allkotes, says he offered the fashion magazine sample products, and the rest was all taken care of by the team at ElleAus. Delaney says,“I would love to take all the credit but we supplied samples of our products to Bauer publishing and the ElleAus creative director Carly Roberts, and editor, Justine Cullen with Marina Go, the publisher came up with the concept. Damien Woolnough, ElleAus deputy editor, says the reflective finish perfectly communicated the goals for the October issue of Elle Australia. Woolnough says, “We wanted our audience to be able to engage with the magazine in a new and innovative way. The finished product enables the reader to see herself on the cover of Elle and reflects the diverse content inside the magazine. “Use of the finish has created widespread interest in this non-tradtional approach to a fashion magazine.” Delaney says the concept has caught the attention of other global magazines, who will no doubt adopt a feature of the idea in their own magazines. “We put the Mirrakote film first on the covers and Ego Print in Melbourne printed on top of it,” he says. “We applied the film on 22,800 sheets, which times by four would mean some 90,000 copies of the magazines, including waste.” MirraKote is a high chrome mirror film lamination, which offers an improved reflective finish on the traditional ReflectaKote. Delaney says this silver film comes at a higher cost which is reflective of the high quality of the finished product. “Printing over MirraKote requires the use of Foil/Vinyl, screen or UV inks. MirraKote is ideal for prestige packaging, POS, marketing and DM pieces, book and magazine covers, or anywhere the impact of a mirror is desired,” he says. The October issue of ElleAus magazine, which was published late September, is still out.
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