The UPS Store is taking over the cover and logo of Inc. magazine for its latest campaign targeting small-business owners.
This month, 650,000 subscribers will receive magazines wrapped in covers that change Inc. into Ing. (The Ing. is in bold white, with the Inc. below in a faded gray).
The UPS Store is marketing its resources for small business needs beyond shipping, such as faxing, printing, notarizing and shredding.
The wraparounds will also run on the back cover of newsstand issues.
Two female, small-business owners are featured on the Inc. cover wraps. On the front cover is Shanine Yngvason, founder of design and production studio House of Wolves, which makes leather goods.
On the back is Bryanne Leeming, founder of Unruly Splats, an educational game that helps teach kids how to code.
The interior of the wrap features advertorials about each entrepreneur.
“The collaboration was an ideal match as Inc. has a national reach of small-business owners and entrepreneurs,” Karen Kelly, advertising director at The UPS Store Inc. told Publishers Daily.
The takeover was conceptualized, in partnership, with creative agency Doner. It is part of The UPS Store’s ongoing “Beyond Shipping” campaign, which launched last fall.
“After a successful initial launch of the Beyond Shipping campaign, we challenged the agency to develop ways to further amplify our message,” Kelly said. “Doner teamed up with Inc. and developed this creative transformation — from Inc. to Ing.”
The UPS Store and Inc. also produced a series of videos featuring entrepreneurs and their personal stories, created by Inc.’s branded content studio, as well as a contest for small-business owners to win $25,000.