The campaign was developed in two phases. First, four masters were published in magazines specialising in publicity. Each master carried a different cut-out bag, containing a foldout highlighting a principal characteristic of the magazine: size, contents, launching campaign and reader profile. The second phase consisted in mailing a teaser in the form of a bag, inviting the public to enter a microsite to discover the three accessories that are essential to 21st century women and, by doing so, getting the chance to win a trip to the Maldives; finally the public received the solution to the teaser: an actual bag with a leaflet giving information on the magazine.

First Phase.Press campaign specialised magazines.

It appeared in various magazines (Anuncios, Estrategias, Control and El Publicista) in the month of June, it was directed at media planners, agencies and advertisers.Second Phase.Teaser mailing in the form of a bag: it was also sent in June, and was directed at advertisers.