Both the New Zealand Weddings and Idealog brands contributed to a 36-page guide that integrated Barkers’ values with a mix of the magazines’ styles. Packed with fashion content exclusive to Barkers, the Barkers Style Journal covered topics from grooming and party etiquette to speech writing, aiming to position Barkers as ‘the authority on all things style’.
What made this collaboration between two brands extraordinary was overcoming the challenge of finding common ground that would appeal to both soon-to-be-weds and those who might be attending a work-related event.
The print product appeared across both magazine channels, throughout Barkers stores and at national wedding shows. Online content, including video, was distributed by both media as well as through the Barkers eDM. An activation event then followed the print publication, promoted and hosted by both magazines. In true Style Journal form, the event included both a fashion show and whisky tasting at Barkers in High Street, Auckland.