Darren Styles, Andrew Shelton (Marketing Director - Virgin Holidays) and Attitude Editor Matthew Todd

 ATTITUDE MAGAZINE ANNOUNCES THE ATTITUDE AWARDS,

IN ASSOCIATION WITH VIRGIN HOLIDAYS,

TO BENEFIT THE ELTON JOHN AIDS FOUNDATION

W Hotel, London, 6^th July 2012

On the eve of World Pride in London, Attitude – Europe’s biggest gay lifestyle magazine – formally announced the launch of the inaugural Attitude Awards, in association with headline sponsor Virgin Holidays.

The awards themselves will be presented on Tuesday 16^th October 2012 at an exclusive, invitation-only event at the beautiful One Mayfair, the Attitude Awards in association with Virgin Holidays will benefit the
Elton John AIDS Foundation.

Some 18 Awards will be presented across three categories – entertainment, lifestyle and politics, and fashion and style – honouring those that Attitude and its readers love and admire the most. In addition, just three Attitude Icon Awards will be struck, for those who have made outstanding contributions to gay life.

All of the winners – our very own A-list – will be celebrated in a bumper Awards issue of Attitude, with multiple covers featuring those who are anointed, to be published on Wednesday 17^th October.

Says Darren Styles, Publishing Director of Attitude and creator of the Attitude Awards: “Attitude is an amazing brand, with proven longevity and the power to engage with its market in a way that marries sensitivity and responsibility with the celebratory. We are channelling that brand and those values into the event space, and with some style. We launched
Club with Attitude to mark our 18^th birthday party back in April, and the inaugural Attitude Awards are a natural extension that will cement Attitude’s position as the pre-eminent gay title.

“That, in our very first year, we have been able to attract an out-of-sector headline sponsor the like of Virgin Holidays is both a thrill and testament to everything we stand for and believe in. We could not be more excited to have them on board - what a fantastic brand to align with ours.

“We are equally pleased to have secured Viagogo as our first second-tier sponsor. They are a business we admire, and as our secondary ticketing partner they have come through for Attitude – offering our readers great deals on tickets for gigs, festivals and theatre.

“And it gives me no less pleasure to create this fantastic event for the benefit of the Elton John AIDS Foundation. This incredible charity has, since 1994, raised over £100m and touched the lives of 150 million people in 15 countries across four continents. It is a privilege to commit to its work and the wider cause.”

Says Andrew Shelton, Marketing Director of Virgin Holidays: “We are delighted, and very proud, to be the headline sponsors of the inaugural Attitude Awards. We have enjoyed an excellent editorial relationship with the magazine for many years and, given the synergies between its readership and their love of travel and our brand, the opportunity to be involved in this exciting commercial partnership was one to which we couldn’t say no. We’re looking forward to a fantastic event and the chance to raise awareness of our growing, varied and exciting range of holidays.”

Says Simon Prytherch, Fundraising Director of the Elton John AIDS Foundation: “We are delighted to be the chosen beneficiary for proceeds from the Attitude Awards. Attitude has always been a strong supporter of our work and has a history of championing awareness of HIV and associated issues. At a time when we see homophobia affecting HIV preventative work in so many countries that we work in – not least in Ukraine where just this week a law making it illegal to discuss LGBT issues in the media is being debated in their Parliament – the opportunity to celebrate the icons and heroes of the gay community seems even more appropriate.”

The Attitude Awards were launched at the W Hotel on London’s Leicester Square, where arriving guests were greeted by a rainbow light show on the hotel’s glittering façade, in celebration of World Pride weekend. Gathered media, sponsors and special guests enjoyed a World Pride cocktail, a twist on Le Fizz – consisting of Grey Goose Vodka, lime juice and elderflower, topped with soda. Delicious canapés were provided by the Spice Market, based at the hotel. Attitude is grateful to the W Hotel, the Spice Market and Grey Goose for their kind support.