News Corp Australia are giving away a collection of DVDs for just $2.50 a copy in an effort to boost the circulation of its metro and regional newspapers.
Launching this weekend, readers are able to collect a different DVD of the Ultimate Family Movie Collection for 14 days with the purchase of any of News Corp’s metro and regional mastheads.
Nick Turner, head of retail marketing and media at News Corp, told Mumbrella: “Our number one objective is driving incremental circulation during that promotional period. We look for around 5+ per cent uplift during the three week period.
“We also look to drive engagement through our Rewards. We offer these deals to our subscribers at a good rate and it’s a good benefit for the loyalty of those people.”
The push is supported with a marketing campaign, created by Archibald Williams, running across TV, social media supported with a PR push.
The TV ad sees two kids treating their parents to an at home cinema experience, complete with $25 popcorn, to watch one of the DVDs.
It is complemented by the PR campaign which features 17-year-old New York Jackson Murphy, the youngest professional film critic in the US who won an Emmy Award for his work when he was 11. He created a video review of each of the 14 movies for News Corp’s masthead website.
This retail push is the sixth of its kind, with Turner saying the more detail and research News Corp is pulling out of the campaign results suggests they are driving frequency of purchase.
“Our big opportunity is not to try and get the older demographic to buy more than six papers a week, our opportunity is to get the families with kids who are only buying two to three newspapers a week, to come into the category more often,” Turner said.
Turner explained the family demographic is “over-indexed” in buying newspapers over the weekend however the habit doesn’t extend into the rest of the week.
“They still enjoy the physical experience of a paper but they might not have the time or the habit or behaviour of doing it. That is what we want to try and encourage, getting them back in the habit of engaging every day,” he said.
“What we do is get them in the seven-14 days picking up the product and engaging with it.”
Participating newspapers are:
- The Daily and Sunday Telegraph
- Herald Sun and Sunday Herald Sun
- The Courier-Mail and The Sunday Mail
- The Advertiser and Sunday Mail
- Mercury and Sunday Tasmanian
- NT News and Sunday Territorian
- The Sunday Times (WA)
- Gold Coast Bulletin
- Townsville Bulletin
- The Cairns Post
- Geelong Advertiser
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