Overview
Magrino coordinated Martha Stewart’s cover of the 2023 Sports Illustrated Swimsuit Issue.
Our Solution
Starting with the initial negotiations with the Sports Illustrated Swimsuit Issue editorial team in November 2023, Magrino managed all aspects of the shoot, story, video, social media content and launch campaign. The team arranged for Casa de Campo Resort and Villas in the Dominican Republic (another Magrino client) to host the photo and video shoot in February 2023. Magrino staffed and oversaw the shoot, and worked with the publication’s editorial team to credit Casa de Campo in press coverage and on social media. Magrino worked on a strategic reveal plan for Ms. Stewart’s cover, including coordinating pre-interviews with the New York Times (for full-page print and online coverage) and PEOPLE (for full-page print and online coverage), and a major announcement and reveal of the cover with the team at The TODAY Show, which aired a live interview with Ms. Stewart and Hoda Kotb and Savannah Guthrie on Monday, May 15th. Magrino also arranged for interviews during launch week with outlets including the Wall Street Journal and Variety, as well as another broadcast interview on CNBC’s Squawk Box, which was a first for a Sports Illustrated Swimsuit Issue cover star. For the final piece, Magrino ensured to coordinate the pouring of 19 Crimes Martha’s Chard at the New York City launch event for the issue on Thursday, May 18th, which garnered additional press through photos, videos and interviews done onsite including Extra, Entertainment Tonight and the Associated Press.
Results
The cover, which is said to be the biggest in the history of the publication, garnered over 100 billion impressions through over 13,000 stories across broadcast, print, digital and syndicated pickup, with an estimated cost of advertising value of over $517 million.
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