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Hearst UK launches PositivityFest, a virtual event for its commercial partners on ‘Blue Monday’

Hearst UK, the publisher of Esquire, ELLE, Harper’s Bazaar, Cosmopolitan and others, has announced the launch of PositivityFest, a day-long event offering a number of ‘mood-boosting’ activities for its commercial partners.

Timed to coincide with ‘Blue Monday’ on 18th January, cited as the bleakest day of the calendar year for mental well-being, the event follows on from the success of last year’s Positivity Pop-Up – however, this year Hearst UK is taking the event online. Unusually for a commercial event, PositivityFest is being opened up to all media industry professionals, as well as families, friends and associates.

The range of virtual sessions designed to take place include a fireside chat with female boxer Ramala Ali, hands-on workshops such as fitness workouts, and a mocktail masterclass. The event is free and is being offered as part of Hearst’s power of positivity campaign which runs in tandem with its ongoing positivity research.

The full schedule can be viewed via this link, where interested parties can also sign up to each event: hearst.co.uk/positivityfest  

Jane Wolfson, Chief Commercial Officer at Hearst UK says, “This past year, more than ever, we know the importance of providing our audiences with engaging, uplifting and inspiring content that helps our consumers get more out of life. With that in mind, we wanted to host a fun virtual event, on what is traditionally known as Blue Monday which we hope will give our trusted partners some much-needed positivity to the start of 2021.”

Hearst has long championed the power of positivity in its advertising research, as well as its various brand positionings. In its original research which went on to win Gold in the 2019 international FIPP insight awards for Best Commercial Outcome, the company proved that people who have a positive mindset are more receptive to messaging in advertising, a trait the company has been keen to reflect in its brands.

Commenting on the research, Samantha Fosbury, Hearst’s Advertising Effectiveness Manager, says, “(The research) confirmed our suspicions that we had about the impact of Hearst’s media brands. As the next logical step in this journey, we have been working towards generating further findings which can enhance our understanding of the impact of a positive environment.  

“It seems that positive people are attracted to our titles and that, in turn, our content generates more positivity in those who consume our media. A virtuous positivity circle, if you like.”

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