GETTING READY: Esquire Singapore has just released three YouTube videos to introduce audiences to the 25th global edition of the men’s magazine, which will launch in the city-state on Aug. 31. The videos feature a masked model dressed as Esky — complete with a large, mustachioed head mask, dancing and posing in spots across the city’s business district.

“A lot of people in Singapore don’t really know the magazine,” said Mark Tay, the title’s managing editor. “So we decided to have a campaign to showcase it.” He said that when the Malaysian edition of Esquire was launched last year, some confused the magazine with Esquire Kitchen, a chain of restaurants there.

This story first appeared in the August 14, 2012 issue of WWD. Subscribe Today.

A photo spread of Esky in Singapore will be printed in the magazine’s first issue, which will circulate about 25,000 copies. Mongoose Publishing, which also publishes the Malaysian edition, holds the license from Hearst Magazines International. Esquire Singapore will be the most notable publication to join a men’s magazine market that has been dominated by lad mag FHM and local titles like August Man and Men’s Folio since the closure of the Singapore edition of British magazine Arena in 2009.

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