News Limited kicks Herald Sun paywall campaign up a gear

Herald SunNews 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. The “unfold” notion has been used throughout the campaign to convey that readers can now use not just the newspaper, but also the website, m-site and iPad app to get the whole picture from the Herald Sun whenever and wherever they desire.”

The announcement follows the news that the News-owned fantasy footy site Supercoach is to develop cross-media platforms including content behind the paywall and its own TV show to screen on Fox Footy.

Campaign credits:

Herald & Weekly Times Marketing & Communications team: Monica Kent-Giles, Ben Godkin, Carla Jobson, Eugenie Rutherford, Genevieve Brammall
News Limited Group Marketing team: Anthony Hearne, Rob Nolan
Lead Agency: AJF Partnership: Adam Francis, Jayne Brady
Media: Zenith Optimedia: Gary Pearce
Direct and Digital Agency: MARK: Simone Blakers, David McColl
PR Agency: Edelman: Edward Courtenay, Matthew Gain, Trevor Young


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