Herald Sun Destination Education
2018 Finalist

Herald Sun Destination Education

Herald Sun

Melbourne, Australia

Category Innovations and Profit Centers

Overview of this campaign

The main objective was to provide a digital solution that would help drive revenue growth within the Education Category.

With the migration of print revenue to digital, we identified there was an opportunity to create a new digital environment to maximise this digital growth, and provide an 'always-on' strategy to help stem peaks of revenue across the year.

As a result of the commercial objectives, and based on the audience research undertaken, the key objectives were:

-       Increase digital revenue within the education category, providing an 'always-on' strategy

-       Drive partnership opportunities for relevant education partners

-       Provide a local digital environment for education content

-       Help to strengthen relationships with education partners

From an audience perspective:

-       Instil confidence in our audience to navigate the VCE and further education process.

-       Deliver content in a simple way and provide visibility on future pathways

-       Provide an independent of university options and career choices

*From our research we discovered we discovered Parents (People with Children 13-17) are still influential in their children's VCE process, and choices no further education.  An example of this research / insights can be seen in the attached video.

Results for this campaign

Destination Education has been received extremely well in market and we’ve seen success since launch.

The results have been extremely encouraging as we have not only seen digital revenue for this section; we have also seen incremental digital revenue across the Herald Sun website and wider Newscorp Network.

Results include:

At launch, we had two commercial partners signed up for a five month period.

-       Section Revenue of $110,591

-       Section Pipeline: $145,424

-       Incremental Digital Revenue: $153,000 
*Revenue across Herald Sun / Newscorp but not within Destination Education


From this  client base, we have seen a considerable digital growth from existing clients, as well as securing digital revenue from new clients.

With two clients we've seen a 100% growth (YOY) in digital revenue, whlist another has increased by 129%

In addition, we are looking to expand the section to include content from other Education sectors (such as TAFE, Post Grad and Training Institutes).

This has been positively received from potential commercial partners within the market.

Potential Revenue: $100,000

Further to this, as a result of this new product we have seen stronger direct relationships with clients, and our sales teams are building relationships that were previously weak or non-existent.  

We are also now being briefed from clients that previously would have not engaged with us (one brief resulting in a $76,000 digital campaign)

From a content perspective we are seeing some reallt strong audience engagement (shares & comments)  on social media.  It is also encouraging to see 'parents' are tagging their children in this content; and helping to expose a younger audience to this section and the Herald Sun brand.  Refer to Facebook screenshot media (attached).


To contact a company representative about this campaign, click here for the INMA Member Directory

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