CHINA

ELITEMODEL LOOKFINAL INSHANGHAI

BELOW: Grazia China’s Editor-in-Chief Sun Zhe (first from right) as member of the jury.

AN UNFORGETTABLE EVENT!Grazia China was the exclusive media partner of the 28th edition of Elite Model Look World Final, the world’s most prestigious international modelling contest, held for the first time in China on December 6, 2011. The Mercedes Benz arena in Shanghai was the perfect place for hosting such a glamorous event, with »

The winnerJulia Schneider

— KYLIE MINOGUE SHOW WAS

AMAZING!

its strong global footprint and international spirit. This exclusive modelling contest attracts more than 350.000 participants every year coming from 800 cities across 5 continents and it’s a unique opportunity for young girls to enter the fashion world and to become legendary.The 70 finalists sashayed past the jury that not only included French Top Model Noemie Lenoir and Vick Mihaci, the President of Elite Management Worldwide, but also Sun Zhe, Editor-in-Chief of Grazia China! After the catwalk sequences, the winner and two runner-ups of the Elite Model Look World Final 2011 were revealed and the amazing concert of Kylie Minogue featuring Yundi Li, a Chinese pianist Maestro, wowed the audience! The event was a great success, joined by 3000 selected people from the fashion and modeling industry; among them fifty Grazia readers who won one the tickets given away in the contest on the Grazia website to attend the show.

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Kylie Minoguewith Yundi Li

ONLY FOR GRAZIA!For the occasion Grazia China realized two exclusive projects: an interview with pop diva Kylie Minogue and a special shooting of the finalists, who starred in exclusive for Grazia lens.Moreover Grazia introduced Elite Model Look’s direct presence in China to the Chinese public with a four-page insert distributed with issue 73 and during the event.

The event was also actively promoted on the Grazia China website through an editorial window that led to a special page branded Elite Model Look/Grazia with all the news and info about the event and 70 finalists. When the online contest for tickets to the event was announced, the window was used to promote the contest. A Grazia editor followed the EML every day, providing a blog entry per day on the website and on the Weibo page. The official Grazia China Weibo page was used to promote the event and to encourage users to visit the “Elite Page” at Grazia.com.cn.The EML web page was a huge success, with 233,008 page views, 86,299 visitors, and over 1,500 contestants registering for the contest to win a ticket in only 3 weeks!

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