Hearst launches brand image campaign

Hearst Magazines yesterday launched an advertising campaign to boost its brand image, rather than promote its individual magazines, The New York Times reported.

The campaign, scheduled to run through the end of the year, is titled “Unbound,” and includes print and online ads, as well as signs in Times Square. The ads show photos of Hearst's brands, and include QR codes and invites to a new website, my.hearstmagazines.com, where users can look at each of the company's magazines, according to mediabistro's FishbowlNY.

The campaign follows a lot of activity on the business side, such as its partnership with Scripps Network Interactive to launch the Food Network Magazine, its buyout of 100 publications from Lagardère and its takeover of digital marketing agency iCrossing.