News Limited kicks Herald Sun paywall campaign up a gear
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. 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
Not sure what other people’s stance is, but I haven’t logged on to http://www.heraldsun.com.au since they introduced their paywall (even though it’s free). I used to visit 5- 10 times per day.
User ID not verified.
Footy is all they’ve got – their only chance of getting people to pay for digital content. Who seriously is going to pay for their brand of ‘news’ and crime crap?
User ID not verified.
Sure some people will pay but there’s so many options to not pay I still wonder if the HS’s content is ‘valuable’ enough to pay for. Is HS’s editorial content genuinely tangibly better than other sources, and enough to pay for?
If you don’t want to pay for football content, it’s almost too easy too, just go to:
afl.com.au
become a Telstra customer
become an Optus customer
our own team web page / Android or iPhone/Pad app
theroar.com.au
theage.com.au, foxsports.com.au
yahooseven.com.au
anyone of a dozen forums that discuss it
aggregators of stats for fantasy leagues
User ID not verified.
I’m the same as Lars. Bugger paywalls.
User ID not verified.
Good point foooottyy maaaate – especially as AFL Media recently poached one of their editorial architects behind the footy-orientated paywall/digital pass
User ID not verified.
The Offcial AFL App is free and has the best exclsuive content in the game.
User ID not verified.