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World’s top newsmedia marketing campaigns announced in INMA Awards 2012 competition

08 May 2012

INMA announces the world’s top marketing campaigns from 30 newsmedia companies. New York Times wins “Best in Show” in INMA Awards 2012, followed by Expressen and Correio da Bahia. Multiple first-place winners are New Zealand Herald, Diário de Notícias, and South China Morning Post.

Click here for video of all INMA Awards winners

Click here of a video from May 8 Awards Dinner

The New York Times team receives the INMA Awards competition's top prize from INMA President Ravi Dhariwal of the Times of India.
The New York Times team receives the INMA Awards 2012 “Best in Show” from INMA President Ravi Dhariwal of the Times of India (second from right). From the New York Times are, from left, Paul Smurl, Stephanie Serino, Sonia Yamada, Nancy Lee, Yasmin Namini, and Ray Pearce.

 

First-place recipients in the INMA Awards 2012 competition, signifying the world’s best marketing campaigns produced by media companies, were announced tonight in Los Angeles, capping the INMA World Congress.

The awards were presented by INMA President Ravi Dhariwal, CEO of the Times of India, at the conclusion of the 82nd Annual INMA World Congress at the J.W. Marriott at L.A. Live, during a dinner attended by more than 200 media executives from around the world.

Winning the prestigious “Best in Show” award, signifying the top campaign in the INMA Awards 2012 competition, was The New York Times for its multi-media marketing campaign successfully launching its digital subscriptions. Second place went to Sweden’s Expressen for its brand campaign, “The Expressen Bus,” while third place went to Brazil’s Correio da Bahia for its brand campaign, “TweetBoard.”

In total, 30 first-place awards across three audience groups were presented to 25 news companies for marketing excellence designed to grow audience, advertising, and brand across platforms.

Three companies won the rare multiple first-place awards: New Zealand Herald and Portugal’s Diário de Notícias with three each, and Hong Kong’s South China Morning Morning Post with two.

The 77-year-old INMA Awards competition garnered 540 entries from 141 marketing newsmedia companies in 34 countries.

“The trend we noted with this year’s winning entries was utilisation of multi-media to promote products and solutions across platforms,” said Earl J. Wilkinson, executive director and CEO of INMA. “News publishers have crossed the Rubicon in terms of using all media at their disposal to market themselves. There is very little single-medium focus in the marketing world. Media companies are no exception.”

The INMA Awards competition was judged by 24 industry expert judges from media companies, advertising agencies, trade magazines, and more. Judges came from Australia, Canada, China, France, Germany, India, Mexico, Oman, South Africa, Spain, Sweden, Turkey, United Kingdom, and the United States. Judging was based on concept, creativity, copy, design, production, effectiveness, and results.

Award Recipients

Award recipients by category are:

Category 1: Marketing Campaign with the Best Results

Under 75,000

  • First Place: Diário de Notícias, Lisbon, Portugal, “Diário de Notícias Special Investigation.”
  • Second Place: A Crítica, Manaus, Brazil, “Application Project.”
  • Third Place: A Crítica, Manaus, Brazil, “Interaction Project.”

75,000-300,000

  • First Place: South China Morning Post, Hong Kong, China, “Jiu Jik Friends.”
  • Second Place: Kleine Zeitung, Graz, Austria, “Kleine Zeitung Classifieds Relaunch 2011.”
  • Third Place: Nedjeljni Jutarnji, Zagreb, Croatia, “Traffic Madness.”

Over 300,000

  • First Place: The New York Times, New York, USA, “Digital Subscriptions Launch.”
  • Second Place: The Telegraph, Calcutta, India, “t2.”
  • Third Place: The Economic Times, Mumbai, India, “The Economic Times — Young Leaders.”

Category 2: Brand Awareness Across Platforms

Under 75,000

  • First Place: Correio da Bahia, Salvador, Brazil, “TweetBoard.”
  • Second Place: A Crítica, Manaus, Brazil, “Application Project.”
  • Third Place: Townsville Bulletin, Townsville, Australia, “Colour Your World.”

75,000-300,000

  • First Place: Expressen, Stockholm, Sweden, “The Expressen Bus.”
  • Second Place: Göteborgs-Posten, Göteborg, Sweden, “A World-Class Local.”
  • Third Place: Winnipeg Free Press, Winnipeg, Canada, “Winnipeg Free Press News Café.”

Over 300,000

  • First Place: Axel Springer, Berlin, Germany, “The Axel Springer Image-Campaign.”
  • Second Place: Metro International, Stockholm, Sweden, “Lady Gaga.”
  • Third Place: The Wall Street Journal, New York, USA, “The Wall Street Journal Live in the Know 2.0.”

Category 3: New Brand/Product/Audience Development

Under 75,000

  • First Place: Irish Examiner, Cork, Ireland, “Irish Examiner Special Investigations.”
  • Second Place: Rede Calderaro de Comunicaçao, Manaus, Amazonas, Brazil, “RCCOP Release — Rede Calderaro de Comunicaçao Helicopter.”
  • Third Place: Diário do Pará, Belém, Brazil, “Dr. Answers.”

75,000-300,000

  • First Place: The New Zealand Herald, Auckland, New Zealand, “The New Zealand Herald — Element Magazine.”
  • Second Place: Sunday Star-Times, Auckland, New Zealand, “Sunday Star-Times Origami Campaign.”
  • Third Place: Folha de S.Paulo, São Paulo, Brazil, “Acervo Folha.”

Over 300,000

  • First Place: The Economic Times, Mumbai, India, “The Economic Times — Young Leaders.”
  • Second Place: The Wall Street Journal, New York, USA, “WSJ Live.”
  • Third Place: Gazeta Wyborcza, Warsaw, Poland, “Gazeta Wyborcza Books. A Magazine to Read.”

Category 4: Advertising Sales and Retention

Under 75,000

  • First Place: Metro Hoy, Quito, Ecuador, “Metrokaraoke 2011.”
  • Second Place: Antelope Valley Press, Palmdale, California, USA, “Advertising Works!”

75,000-300,000

  • First Place: The New Zealand Herald, Auckland, New Zealand, “Driven — Motoring From Every Angle.”
  • Second Place: The Press, Christchurch, New Zealand, “The Press Long Lunch Competition.”
  • Third Place: The Advertiser, Adelaide, Australia, “Advertiser NewsMedia — Adelaide Trader.”

Over 300,000

  • First Place: The Toronto Star, Toronto, Canada, “Rogers (Gift) Wrap.”
  • Second Place: NewsLocal, Parramatta, South Australia, Australia, “Hot Offers Sales Campaign.”
  • Third Place: The New York Times, New York, USA, “Lincoln Most Engaged Users Digital Subscription Sponsorship.”

Category 5: Marketing Solutions for Advertising Clients

Under 75,000

  • First Place: El Paso Times, El Paso, Texas, USA, “Billboards in Print: Bringing Out of Home Into the Home.”
  • Second Place: Diário do Pará, Belém, Brazil, “Dr. Answers.”
  • Third Place: Gold Coast Bulletin, Gold Coast, Queensland, Australia, “Gold Coast Bulletin Mates’ Rates.”

75,000-300,000

  • First Place: Mint, New Delhi, India, “Mint Brand Solutions — Values & Fortunes.”
  • Second Place: Eastern Daily Press and East Anglian Daily Times, Norwich, United Kingdom, “Where’s Jack — A Partnership with Adams PLC and Archant Anglia.”
  • Third Place: Edmonton Journal & Calgary Herald, Edmonton, Canada, “2012 World Junior Hockey Championships.”

Over 300,000

  • First Place: Metro (Daily), Warsaw, Poland, “No Face Day Campaign.”
  • Second Place: The West Australian, Osbourne Park, West Australia, Australia, “City of Perth Festival of Christmas.”
  • Third Place: omy.sg, Singapore, “omy Blog Club.”

Category 6: Digital Audience Usage and Engagement

Under 75,000

  • First Place: The Examiner, Launceston, Tasmania, Australia, “The Examiner iPhone App.”
  • Second Place: The Day, New London, Connecticut, USA, “The Day’s Membership Program.”
  • Third Place: Correio da Bahia, Salvador, Brazil, “Where’s My Trio.”

75,000-300,000

  • First Place: Calgary Herald, Calgary, Alberta, Canada, “Stampede Social Media Hub.”
  • Second Place: The Des Moines Register, Des Moines, USA, “DM Register — Caucus iOS App.”
  • Third Place: The Gazette, Montréal, Canada, “Brand — Words-Matter.ca.”

Over 300,000

  • First Place: Metro International, Stockholm, Sweden, “Metro Global Photo Challenge.”
  • Second Place: The Economic Times, Mumbai, India, “The Economic Times — Young Leaders.”
  • Third Place: Axel Springer, Berlin, Germany, “Job Interview: Viral-Movie.”

Category 7: Readership/Usage of the Print Publication

Under 75,000

  • First Place: Diário de Notícias, Lisbon, Portugal, “Diário de Notícias Special Investigation.”
  • Second Place: Vanguardia, Saltillo, Mexico, “You Write the Future.”
  • Third Place: The East African, Nairobi, Kenya, “The East African Big Break Campaign.”

75,000-300,000

  • First Place: South China Morning Post, Hong Kong, China, “Make Every Day Matter.”
  • Second Place: Honolulu Star-Advertiser, Honolulu, USA, “Launch of Digital Subscriptions.”
  • Third Place: The Columbus Dispatch, Columbus, Ohio, USA, “What’s In It For YOU?”

Over 300,000

  • First Place: The Wall Street Journal, New York, USA, “WSJ Weekend.”
  • Second Place: Gazeta Wyborcza, Warsaw, Poland, “Wyborcza. A Newspaper Dealing With Controversial Topics.”
  • Third Place: The Atlanta Journal-Constitution, Atlanta, USA, “Atlanta Journal-Constitution Reader Value Strategy.”

Category 8: Print and Digital Subscription Sales

Under 75,000

  • First Place: Standard-Examiner, Ogden, Utah, USA, “EZ Pay Customers.”
  • Second Place: Burlington Free Press, Burlington, Vermont, USA, “We are Vermont, Every Day.”
  • Third Place: Gold Coast Bulletin, Gold Coast, Australia, “Gold Coast Bulletin + News Magazines Offer.”

75,000-300,000

  • First Place: The New Zealand Herald, Auckland, New Zealand, “Reaching Out to Rural Markets.”
  • Second Place: The Sacramento Bee, Sacramento, California, USA, “Crazy 4 Coupons.”
  • Third Place: Gazeta do Povo, Curitiba, Brazil, “Your Team’s Jersey Campaign.”

Over 300,000

  • First Place: Dagens Nyheter, Stockholm, Sweden, “New DN.”
  • Second Place: The Telegraph, London, United Kingdom, “Telegraph Subscriber.”
  • Third Place: The Sydney Morning Herald, Sydney, Australia, “The Herald ‘Weekender’ Subscriptions Campaign.”

Category 9: Print Single-Copy Sales

Under 75,000

  • First Place: Diário de Notícias, Lisbon, Portugal, “Diário de Notícias Special Investigation.”
  • Second Place: The Weekly Times, Melbourne, Australia, “The Weekly Times 100 Greatest Country Australians Partwork.”
  • Third Place: Diário do Pará, Belém, Brazil, “Dr. Answers.”

75,000-300,000

  • First Place: The Dominion Post, Wellington, New Zealand, “The Swift Getaway.”
  • Second Place: Verdens Gang, Oslo, Norway, “VG Newspaper and Carwash Bundle.”
  • Third Place: Ekstra Bladet, Copenhagen, Denmark, “Co-Promotion with Ingemann 1-6 — Six Comic Strip Books by Danish Cartoonist Morten Ingemann.”

Over 300,000

  • First Place: Herald Sun, The Daily Telegraph, The Mercury, Melbourne, Australia, “Mini Cookbooks, Big Results.”
  • Second Place: Dagens Nyheter, Stockholm, Sweden, “New DN.”
  • Third Place: Malayala Manorama Weekly, Kottayam, Kerala, India, “Haritham Kitchen Garden.”

Category 10: Public Relations and Community Service

Under 75,000

  • First Place: El Bocon, Lima, Peru, “Stop Violence.”
  • Second Place: Correio da Bahia, Salvador, Brazil, “Journalism With a Future.”
  • Third Place: Townsville Bulletin, Townsville, Queensland, Australia, “Cyclone Yasi — Bouncing Back Campaign.”

75,000-300,000

  • First Place: Mid Day Infomedia Ltd., Mumbai, India, “Mid Day Domestic Violence Campaign.”
  • Second Place: Cape Argus, Cape Town, South Africa, “The Eagle Awards.”
  • Third Place: South China Morning Post, Hong Kong, China, “Heart of Hong Kong.”

Over 300,000

  • First Place: USA Today, McLean, Virginia, USA, “USA Weekend’s Make A Difference Day.”
  • Second Place: The Dallas Morning News, Dallas, USA, “The Dallas Morning News Charities Campaign.”
  • Third Place: News Limited, Adelaide, South Australia, Australia, “Pride of Australia.”

 


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