Hachette Filipacchi UK today announced that it is to team up with Flytxt, the industry's leading mobile technology services provider, to create and implement its mobile strategy across Hachette's portfolio of nine magazine titles.  Since its launch in 2000, Flytxt has become the proven expert in devising mobile programmes for media clients, which create a return on investment and an innovative brand extension.

The key objectives of the mobile programme will be to grow Hachette Filipacchi UK's existing mobile databases, increase readers' loyalty, create richer interactivity between titles and readers and new revenue streams.

Flytxt's work will begin in earnest from June, where it will review existing activities and look at ways to consolidate each title's mobile proposition and leverage ongoing dialogue via off the page activities and the introduction of mobile content lines across key titles. Core to each title's strategy will be to engage readers in a dialogue between publication dates, extending the magazine brands off the page and maximising its influence between newsstand dates. Flytxt will also be looking to implement loyalty schemes, mobile cover mounts and mobile content delivery.

Dave Barker, Commercial Director at Flytxt commented: "This client win has cemented Flytxt's position as the trusted mobile partner of media industry. We believe that we have an unrivalled knowledge of the media space, with proven mobile programmes and established, long-term relationships with clients. Hachette Filipacchi is another fantastic opportunity for us to prove the solid return on investment we can create for our media clients."

Helen Maxfield, Marketing Manager at Hachette Filipacchi UK commented: "Mobile penetration is highest amongst our core target audiences and after an extensive pitch process we are delighted to announce the appointment of Flytxt to work across our portfolio of nine magazine brands.  Mobile is also a significant youth domain and therefore especially relevant to our teen portfolio comprising Sugar, ELLEgirl and tvhits!  Opportunities using mobile as a device are vast, and Flytxt are best placed to help us create winning long-term mobile marketing strategies."

Hachette Filipacchi UK is a subsidiary of Hachette Filipacchi Medias, the world's leading consumer magazine publisher that is present in 36 countries and publishes 245 titles - selling over one billion copies.