The digital age has turned physical newspapers into something of a novelty, and event profs are taking advantage by printing their own publications, and treating them as fresh engagement tools.
Whether it’s Grand Central Terminal or the shores of Cannes, the curated periodicals are popping up at a host of events, operating as a form of educational swag and a tangible keepsake. From custom recipes to thought leadership to partner spotlights to product insights and beyond, here’s what’s circulating in brand gazettes.
The Goose Gazette
Various issues of Grey Goose’s The Goose Gazette have been printed this year, including during the US Open at the brand’s “Last Serve Bar” activation, and as part of its Grey Goose Hôtel experience in Picardie, France.
For the hotel takeover, the publication was themed around the brand’s roots in Picardie, where it harvests the wheat for its vodka. The issue included info on Grey Goose’s French heritage, its global launches, recommendations for cocktails to drink in key European summer locations, and QR codes that linked to everything from a curated playlist to a Paris travel guide.
Hot Wheels Zine
For its inaugural Class of Legends campaign, Hot Wheels recruited music star Maluma, content creator Supercar Blondie and soccer champ Robert Lewandowski to each serve as a “legend” and co-design a limited-edition die-cast car.
To give the program a boost, the Mattel-owned brand hosted a pop-up in Venice, CA, at the end of August. In addition to life-size Hot Wheels cars and giveaways, the event included the debut of Hot Wheels Zine, the brand’s first-ever print magazine. The content spanned exclusive interviews with the legends, design insights and car culture stories.
Yes, And
SheaMoisture’s Yes, And magazine is all about celebrating the multidimensionality of Black women, and this year for the third edition, the brand incorporated the publication into its Sheaversity on the Yard HBCU campus experience as a “storytelling companion” to the activation at five schools.
For the special HBCU issues (one for each school), the brand partnered with campus ambassadors, and showcased their personal stories, leadership journeys, community participation, haircare needs, favorite products and how they navigate self-expression.
Runway, IRL
Disney rolled out an experiential marketing blitz to tease “The Devil Wears Prada 2” over the summer that included pop-ups in six cities anchored by a larger-than-life high-heel installation, and supported by interactive touchpoints.
Among them: The fictional magazine from the movie franchise, Runway, which for the first time ever was designed, printed and released as a real, 90-plus-page issue displayed on a newsstand next to the heel.
The publication featured Emily Blunt on the cover as her character Emily Charlton. Inside, were spreads highlighting fashion influencers and content creators, including Young Emperors and Ethan Mundt (aka Utica Queen).
The Amazon Ads Gazette
At Cannes Lions 2026, Amazon’s Port experience encompassed a French village-themed footprint with “storefronts” set up along “Le Boulevard d’Amazon” representing its different properties.
Nestled among them was a newsstand installation displaying copies of The Amazon Ads Gazette (printed as “La Gazette des Partenaires”), a publication featuring thought leadership and tactical insights from 30 partners.
Music, Fashion, Film Tour
As part of Dove’s sponsorship of Charli xcx’s summertime Music, Fashion, Film Tour, the brand crafted its own tabloid-style newspaper and showcased it on newsstands in three cities while touting its Whole Body Deo as the solution to sweaty concerts.
At each activation, the first 300 people in line scored a limited-edition Dove x Charli xcx newspaper with exclusive photography of the artist on tour, and featuring Peel & Reveal stickers that rewarded dozens of fans with a pair of free tickets to a tour show.
Talk about breaking news.
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