News Limited’s campaign for the Herald Sun’s digital paywall enters a new intensive phase this week to tie in with the beginning of Afl season in Victoria.
Targeting all Victorians aged 24-49, the campaign began with two weeks of cross media promotion via print, social media, PR, search and outdoor.
The Herald Sun has published an eight-page uncut super poster promoting the the 2012 Afl fixture with the tagline “See the whole season unfold”.
Fifteen and 30 second versions of the Tvc will air on Fta and digital TV from Thursday onwards.
The campaign includes a search and direct mail component, using over 6,300 search terms and over 1.5million eDMs. Media spend will be split across News’ own property and paid media.
Monica Kent-Giles, Hwt marketing director, said: “The notion of a new era unfolding ties in with the way the super poster unfolds to reveal the smartphone, tablet and laptop.
Targeting all Victorians aged 24-49, the campaign began with two weeks of cross media promotion via print, social media, PR, search and outdoor.
The Herald Sun has published an eight-page uncut super poster promoting the the 2012 Afl fixture with the tagline “See the whole season unfold”.
Fifteen and 30 second versions of the Tvc will air on Fta and digital TV from Thursday onwards.
The campaign includes a search and direct mail component, using over 6,300 search terms and over 1.5million eDMs. Media spend will be split across News’ own property and paid media.
Monica Kent-Giles, Hwt marketing director, said: “The notion of a new era unfolding ties in with the way the super poster unfolds to reveal the smartphone, tablet and laptop.
- 3/28/2012
- by Cathie McGinn
- Encore Magazine
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