Promotion helps reader catch the bug, increases brand awareness

Article Abstract:

The Tampa Tribune's "Volkswagen Beetle" promotion exceeded the publisher's expectations. The summer 1998 promotion gave away a new Volkswagen Beetle to one lucky Sunday edition reader; the temptation was enough to spike circulation to more than 6,200 issues every Sunday. Retail point-of-purchase items, radio advertisements in-store video information systems at convenience stores and saturation inserts in the publisher's weekly non-subscriber titles were used to support the promotion. In addition to boosting circulation, the promotion generated 700 annual subscribers.

United States, Self Promotion, Promotion, Article, Tribune Co. (Tampa, Florida)

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Local press, local targets

Article Abstract:

Over 100 local newspapers were used in implementing an advertising campaign for a Community Safety Strategy in each of the 35 boroughs of London, England. The safety strategy, a requirement of the Crime and Disorder Act passed by the UK Labour Government, is meant to guide the local police authorities of London until 2002. The campaign, which costs a total of 140 thousand pounds sterling, resulted in about 86% coverage of all adults in the city and an OTS of 5.6.

Public affairs

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Successful mortgage contest drives circulation, helps brand

Article Abstract:

A promotional contest launched by Scottish Media Newspapers Ltd was a success in terms of boosting the circulation of The Herald and repositioning the brand. The promotion, which ran in the newspaper for seven weeks, accomplished the goal of moving the traditional image of The Herald to one that is more accessible to the under-45 market. Circulation also increased by some 3,000 copies daily.

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