Newspapers have had a bit of bad press lately (geddit?), facing dwindling sales and circulation as news junkies get their fixes for free online. But newspapers still remain close to Kiwis hearts, even when they're overseas. To prove it Special Group placed the front page of the Herald in the free daily newspaper Metro for thousands of Kiwis living overseas to read.
The idea was to upload a photograph of themselves with it in front of a London landmark – to go into the draw to win a trip back home. And hundreds did.
“Our objective with the campaign was to show how newspapers connect Kiwis like no other medium – even those thousands of miles away - and it is clear that the headlines did exactly that,” said Tim Pankhurst, chief executive of the Newspaper Publishers Association (NPA).
A bonus competition was also held at this end, where industry people could win a trip to London by getting their friends to enter. Starcom media planner/buyer Shona Cawley won the competition, and says “What with the Rugby World Cup, the stranding of Rena and floods in the South Island, it was a great time to be keeping our friends and relatives in touch with what has been happening in New Zealand.”