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PLAYBOY takes the OOH route to come back to South Africa
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network2media Bureau   
Thursday, 24 March 2011 09:00 (IST)
Simple & direct messaging JOHANNESBURG: With the re-introduction of the internationally recognised men's lifestyle magazine into the South African market this month, the famous 'Bunny' branding can now be seen on billboards around the country.

'Teasing' call for action Strategically situated in Gauteng, Western Cape and KwaZulu-Natal, the billboards promote the brand as well as a nationwide campaign of casting calls looking for potential 'PLAYBOY Playmates' to pose in the magazine. Some of the boards teasingly exclaim "The Bunny is back…" and the 'Playmate' casting call execution extends a flirty challenge to prospective models by asking "Do you have what it takes?"

The billboards will rotate fortnightly to ensure maximum exposure.

Peter Piegl"We believe the women of Southern Africa are some of the most exquisite in the world. It's about time we put them on a pedestal for the rest of the world to admire," says PLAYBOY South Africa editor Peter Piegl.

South Africa's first 'Playmate', Miss April, is Johannesburg based Amy Tara Bridger. Since her announcement earlier this week 23-year-old Bridger has whipped up a media flurry.

PLAYBOY is also using TV to announce its arrival back in the country after a 16 year break. A fifteen-second commercial started airing on DSTV channels this week, teasingly promising "a magazine that will match any man's dream".

PlayboyThese are not empty promises, says publisher Jeremy Lawrence, "PLAYBOY South Africa is committed to offering South African readers the highest quality of editorial content, a tradition that has been held high throughout it's almost 60 year history. Right from the first issue we are bringing our readers the best of international publishing, authors and stories that are entertaining, edgy and informative and intellectual."

The launch issue of PLAYBOY is on shelves from Monday, March 21.
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