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2024 Finalist

Imprint

NZME

Auckland, New Zealand

Category Advertising Sales and Retention

Media associated with this campaign

Overview of this campaign

In line with global print trends and alongside the continued fragmentation of the media industry making it harder to win marketing dollars, NZME’s print products had seen a decline in spend.  

Accompanying this, our Agency Sales team identified a perception issue in Agencies. Some viewed print as an outdated channel, not as effective as some of its counterparts. This meant that print was frequently being left off media plans, making it difficult to meet NZME’s ambitious print revenue and yield targets. 

The challenge we issued ourselves was to create a campaign that educated, inspired, and grew our print advertising sales, to which we aligned our objectives. It was important to be intentional in the campaign build, ensuring that everything focused on growing NZME’s print products as opposed to the category. 

We first set out to prove the value, effectiveness, and continued relevancy of NZME’s print products within a modern marketers (or buyers) advertising mix. The importance of creating a circle of influence within both the Media and Creative Agencies was not lost on us. Rallying our valuable industry partners to highlight the story of our newspapers as a credible media choice compared to international players who share, rather than create, journalism content was critical. 

We then needed to drive action. A call for entries was issued for the “Best use of Print” be it the creative itself, the placement, unique use of the channel or the resulting effectiveness along with their proof of spend within our print channels to be in the draw to win a trip to New York. This process needed to be simple and designed to grab the attention and action of young Creative and Media teams, creating a future proof and immediately actionable awareness of the role of NZME's print products in the New Zealand market. 

Put simply, NZME aimed to re-ignite the print advertising conversation through expert insights via a creative execution that resonated to grow advertising sales. 


Results for this campaign

NZME’s Trade Marketing, Agency Sales, Publishing and Research & Insights teams collaborated to create a compelling body of NZME-specific work to be rolled out to our Agency partners. Fact based, myth busting, displaying proof of effectiveness and fantastic examples of creativity in print, our work was centralised around the uncovered misperception; to which we changed the narrative.  

Our Publishing and Agency Sales leads toured the sales collateral to partners in Auckland, Wellington, Christchurch, and Australia ensuring mass saturation of messaging, putting NZME’s print products top of mind. Over three weeks, NZME presented to over 400 of the most influential Media and Creative professionals in the country, breathing fresh life into the conversation around a product that has been in circulation for over 160 years. 

Following the comprehensive roadshow, we launched the competition component of Imprint. Two Media professionals and two Creatives were to win the greatest paper run of their lives – an all-inclusive trip to New York City including tickets to Advertising Week New York. Utilising Trade press digital placements, a Trade sponsorship, owned media assets and continuing the in-person conversation, awareness and hype was growing. 

Judges were sought out to represent a true cross-section of the industry including Creative Directors, Marketers as well as Research and effectiveness specialists. These experts in field gave weight to a competition in its first year. This created groundswell as all parties influencing clients’ media purchasing decisions were singing from the same song-sheet. That NZME print works. And the bookings started to come. 

NZME’s Agency Team achieved a phenomenal result in Q1. All print targets were exceeded with growth year on year reported for two of the three months.  

  • Jan: 110% to target 

  • Feb: 110% to target and +4.3% growth YOY 

  • March: 112% to target and +6.3% growth YOY 

Yield on our Agency bookings for Q1 increased by 24.4% year on year proving the true impact that Imprint had on growing our advertising revenue, on a channel in decline. 


Contact

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