Pead PR was briefed by leading publishing house, Bauer to launch its new magazine NADIA, by Nadia Lim. Nadia is not only one of New Zealand’s top chefs, she’s also the country’s sweetheart and that’s exactly what drives almost 250,000 people to like her Facebook page and follow her every move.

Pead PR leveraged Nadia’s popularity to set up several media interviews. First, an exclusive with TV1’s Sunday which aired a week before the magazine went on sale. The interview took a closer look at the real Nadia, going into her home and discussing her upbringing and family life – everything that led to the creation of her very own magazine. Next, Nadia had a full schedule driving to television and radio studios across Auckland to promote the magazine.

The campaign secured $797,123.97 of PR coverage with a ROI of 132:1. Nadia Magazine launched and quickly became one of the most popular issues in the country, and is now No 1 in the women’s health & lifestyle category, according to the ABC March 2017 circulation audit, released by the publisher.

With an average net circulation of 43,161 copies per issue, the bimonthly also ranks No 2 for audited non-weekly retail titles, behind the Australian Women’s Weekly NZ edition.