Dunya Festival sponsorship reaches varied audience

Article Abstract:

Newspaper Rotterdams Dagblad of Rotterdam, Netherlands, launched a marketing campaign during the Dunya festival to increase awareness of the newspaper among the city's ethnic minority groups. The campaign was a multimedia joint marketing/editorial campaign that included special editions, ads in local free newspapers, leaflets and promo teams. Results of the campaign showed that one of three visitors to the Dunya festival mentioned the newspaper as one of the sponsors. The newspaper also recorded 500 trial subscriptions in a group that was impenetrable before.

Netherlands

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"Expect The World" campaign brands Times nationwide

Article Abstract:

The New York Times started the 'Expect the World' campaign to boost the newspaper's brand value among prospective readers across the US. The print ads feature the newspaper as a source that connects readers to the world while representing their highest aspirational values at the same time. On the other hand, outdoor ads aim to build brand awareness and tout the wide range of topics that are covered by The Times. The campaign was successful in increasing home delivery subscriptions, national awareness and strong direct response.

New York

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One city, many cultures

Article Abstract:

Independent Newspapers of Cape Town, South Africa, ran a six-week series focusing on the country's racial and religious diversity, starting Feb 1, 1999, which was followed by another six-week series beginning May 3. The articles examined how each cultural group dealt with subjects such as birth, adolescence, coming-of-age, religion, marriage, old age and death. The two series were promoted through advertisements and reader promotions, which created awareness of the program throughout the community.

South Africa, Independent Newspapers

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