Stuff (previously Fairfax NZ), only produces New Zealand’s largest news website, and publishes a large number of metropolitan, regional and community newspapers.
In April 2018, Stuff were making the change to a more compact newspaper size in their metropolitan and regional newspapers.
This meant there was a need to inform and educate readers that the newspaper was changing from the 31st of April.
It was also essential that advertisers understood the change and any negative impact or perception was mitigated.
I was brought on-board at the beginning of January 2018 to design and deliver the change campaign to advertisers, with a budget of $90k to spend.
Working with inside marketing resources, and the commercial sales and editorial teams, I designed and delivered a campaign which included digital and direct marketing and communications, at a total cost of $45k (a direct saving of a budgeted $45k).
A survey that was part of the campaign design also measured no negative sentiment towards the change from advertisers in the days before the switch to a smaller newspaper.
An example of the key print and digital booklet used in the campaign can be downloaded below.
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