Clever branding campaign uses celebrities in postcards

Article Abstract:

German newspaper Frankfurter Allgemeine Zeitung has started an image campaign for its uspcale readers, which supersedes its 'There is always a clever mind behind it' brand campaign. The newspaper distributed postcards at fairs as an incentive to order a test subscription. Among the personalities portrayed on the postcards are supermodel Nadja Auermann; Ulf Merbold, the first German in space; and Hollywood director Bill Wilder. The postcards have become collectibles, requiring frequent reprints.

Germany

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Major circulation campaign targets Chinese-Americans

Article Abstract:

The New York Times undertook a major marketing campaign to increase its circulation rates among New York City's Chinese-American community. The marketing program included a literal translation of the New York Time's identity campaign in Chinese; new TV, radio, print and online advertisements; and direct-mail pieces. Special events were also held as part of the campaign including luncheons for news dealers and business dealers; college preparatory seminars; and a newsstand price promotion.

New York

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Brighter, better campaign

Article Abstract:

The Birmingham News of Birmingham, AL, relied on a billboard campaign called 'Brighter Better Read' to inform readers and the city's residents about changes to be implemented in the newspaper. These changes include the expansion of Friday's city Scene and moving the Punch section to the Sunday edition. Newspaper circulation rose by more than 2,800 copies daily and 10,000 copies on Sundays, three months after the billboard campaign was started.

Alabama, Birmingham News Co.

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