2015 Finalist

The New Paper Big Walk 2014

Singapore Press Holdings, The New Paper

Singapore, Singapore

Category Paid Content or Subscription Initiative

Media associated with this campaign

Overview of this campaign

This nomination is about successfully tackling key critical challenges facing newspapers today: Ad revenue, falling or stagnating circulation, and running successful marketing campaigns.
How do you achieve success on all three fronts from a single event?
The New Paper Big Walk team did just that.

Results for this campaign


Event revenue boost of $528,000
In just 19 days, all 18,000 available spots were snapped up, with each participant paying $12 to walk the talk.
Walkers were excited, sponsors were delighted with the response, and revenue for TNP was $528,000.


Ad revenue boost
Sponsors’ ad and cash contributions amounted to $340,000.


Unprecedented daily circulation boost
One of the key attractions of the Big Walk is the goodie bag that comes free with the entry fee.
To boost the value of the goodie bag, we decided to buy digital subscriptions from our circulation department at a special price.
The idea was again to achieve a win-win:

  • To boost the value of the goodie bag so we could tell participants it would be worth more than $260. That perceived value of the goodie bag also served as a hedge against a less-than-enthusiastic response.
  • By handing out the three-month digital three-in-one subscription to the 18,000 participants, TNP gained a whopping increase of 36,000 daily subscribers -- overnight, and every day for the next three months.


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