Why St. Moritz is Sponsoring Minted
In its bid to sustain its role as a brand of style, premium brand from the stable of the British American Tobacco (BAT) has launched Minted in Lagos. Expounding reason for St. Moritz` backing of the publication, the Editor-in-Chief of the new publication, Matthew Gordon said the brand sees it as a natural way to stretch their style platform from fashion and interior design into every other facet of style. In his words "when it comes to discussions of style, St. Moritz is the name on everybody's lips literally"
At a glamorous launch of the 60-page all gloss international style magazine in Lagos last week at the Expo Hall of Eko Hotel and Suites, the Editor-in-Chief of the new publication, Matthew Gordon, an accomplished international journalist, said that MINTED has come to fill in the style industry and create a niche for the magazine market.
According to him, MINTED contains all the vital ingredients that define style in all circumstances and that when style evolves, the magazine will always break the news.
The launch and public presentation which attracted style enthusiasts, journalists and who-is-who in the social scene of Nigeria was also very stylish. The Editor-in-Chief who was witty all through his welcome address was delighted to announce that MINTED is distinguishably sponsored by St. Moritz, as brand that has occupied a position of style leadership in Nigeria.
MINTED, a well packaged compendium, in terms of editorial content, physical appeal and quality production reflects sophistication, intelligence, internationalism and pleasure which are all very essential ingredients of style
Already being touted as the bible/encyclopedia of style, a look at MINTED will make known which international entertainment events to attend and which one to avoid. Also thinking of buying new car, MINTED comes in handy in choosing which to drive and the car that will drive one to despair. Travel, fashion trends, restaurants, hotels are also given pride of place in the publication which is slated to be quarterly.
On circulation, the launch issue is only available in Lagos but subsequent issues will be available in Port Harcourt, Ibadan, Enugu and Benin. Also the number of pages in subsequent editions will increase from the current sixty to hundred.
The launch of MINTED really reflected the St. Moritz Style as the guests were treated to sumptuous meal, exotic drinks and good soul refreshing music. All the guests also had the opportunity of going home each with a copy of the magazine and other St. Moritz branded mementos.
Going by what transpired at the launch, majority of the guests that spoke to THISDAY believe that if what one sees in this maiden edition is anything to go by, then the Nigerian Style and media industry is set to witness a revolution which will galvanise, add touch and class to the society. The totality of the magazine is expected to ginger other publications to radically improve their standards to be comparable with the best in the world.
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