Combination of radio and OOH formats to be utilised in bid to create awareness for the newspaper and attract new readers
News Ireland, one of Ireland’s leading media groups, has unveiled a new nationwide marketing campaign for The Irish Sun, Ireland’s bestselling daily tabloid newspaper. The campaign features a range of out-of-home (OOH) formats, as well as a comprehensive radio schedule and will run across IRS, Media Central and Urban Media.
By communicating the range of great content contained in The Irish Sun on a daily basis – such as Irish and world news, sport, showbiz and celebrity gossip, the campaign aims to widen the appeal of the newspaper to a larger audience, while also maintaining its popularity with existing readers.
OOH formats will feature at key convenience stores and forecourt POS sites across the country, running from 8am to 10pm daily, while two separate radio spots have been developed.
One execution features a wedding ceremony in which the priest has to tell the bride to put down her copy of The Irish Sun during the nuptials. When she tells him that she can’t, as she needs to catch up on the latest sensational news, the priest stops the ceremony as he is so eager to find out the latest celebrity gossip. The second radio spot depicts a customer who goes to a shop to buy milk but is tempted by a seductive voice to pick up a copy of The Irish Sun.
The spots will rotate on radio stations such as iRadio, Spin 1038, Dublin’s 98 FM and FM104. The ads will also feature on Spotify, online ‘listen back’ radio and podcasts. The campaign was created by Pulse, while the media buying was conducted by Mindshare.
Richard Bogie, Managing Director at News Ireland, says: “We focused on developing a comprehensive mix of campaign activity that would help us to communicate our message to as many people as possible. From hard politics to showbiz exclusives and light relief to in-depth investigations, The Irish Sun offers its readers something to start a conversation on every page. This campaign aims to capture the cheeky sense of humour The Irish Sun offers, because everyone needs something to smile about in these uncertain times.”
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