Just past his one-year anniversary at W, Stefano Tonchi is launching a major branding campaign to define the magazine's image. Their new slogan is "Fashion's After-Party," since they want to seem more fun and more exclusive than everyone else. Explains Tonchi:
Other publications have these parties that are sometimes very formal, sometimes very brief, sometimes very boring, sometimes very glamorous, but somehow it is always a place where you don’t necessarily have a lot of fun. And we were talking about how you have fun after the party.
Large billboards proclaiming that "The party doesn't start until the heels come off" will be displayed inside other Condé Nast magazines as well as on taxi roofs and billboards starting today. Moreover, WWD reports that "to stir up excitement," W is sending complimentary bottles of Dom Perignon to celebrities, designers, restaurants, and nightclubs around the city and in the Hamptons (you know, all those people in desperate need of free Champagne).
W's Brand Campaign [WWD]
Update: A W representative reached out to clarify that "W is sending complimentary bottles of Dom Perignon to celebrities and well-known designers AT restaurants and nightclubs around the city and in the Hamptons ... as a way to 'keep the party going'." So if any of you celebrities were hoping to chug that stuff during a nice quiet night in watching Law & Order reruns, think again.