Daily Telegraph features gold-foil masthead and pop-out paper eagle for Golden Eagle horse races
The Daily Telegraph released 50,000 high-gloss, premium wraps – complete with a gold-foil masthead – for the first time ever as part of a partnership with Racing NSW.
To mark the inaugural Golden Eagle Day at Rosehill Gardens, 10,000 copies of the edition also included a handmade, 3D pop up of a golden eagle on pages two to three.
The Golden Eagle Daily Telegraph Special
Every copy of the 50,000 newspapers were hand wrapped each night, and distribution was decided based on “various data sources”, with newsagents within the target markets provided with the special editions.
The Daily Telegraph said the high-end gloss and gold-foil is usually reserved for high-end magazines, and the distribution areas included parts of metropolitan Sydney, Wollongong and the Central Coast.
The pop out eagle in 10,000 copies of today’s paper
“Using data in this hyper-local way means we ensure we’re speaking directly to our readers and delivering maximum value, on top of all the stories that matter most on any given day,” editor Ben English said.
“And it helps our commercial partner by ensuring attendances to the racing calendar’s newest and best racing meet are as strong as they deserve to be.
“The Daily Telegraph has a large, loyal and passionate racing readership so it is fantastic to be able to offer something exciting and innovative in our newspaper for them.”
News Corps’ managing director of The Australia, NSW and prestige titles, Nicholas Gray, added that the campaign proves newspapers can still be innovative.
“News Corp Australia continues to push the boundaries with advertising innovation in print,” Gray said.
“Newspapers are particularly known for delivering scale and impact in a trusted environment. With this gloss wrap and unique pop-up we have demonstrated we can also deliver innovation to drive a commercial outcome for our clients.”
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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