AFLW Liftout & Supplements
2018 Finalist

AFLW Liftout & Supplements

Herald Sun

Melbourne, Australia

Category Best New Print Product

Media associated with this campaign

Overview of this campaign

The key objectives of the Herald Sun's AFLW liftout and supplements were to:

  • Drive incremental advertising revenue into our sports section across print and digital.
  • Commit 16 pages of newsprint to a commemorative liftout.
  • Form partnerships with influential clients in Victoria.
  • Promote AFLW to Victorians.
  • Help drive awareness and memberships for AFLW clubs.
  • Help drive greater awareness of gender equality in Victoria.

 


Results for this campaign

The product generated

  • Incremental advertising revenue of over $400,000.
  • 368 articles in print.
  • 404,462 page views on heraldsun.com.au desktop.
  • 220,686 unique visitors to mobile.

The following major partnerships were secured. 

Victoria Police - co-sponsored the 16 page AFLW liftout. Integrated approach allowed for two AFLW team members who were also registered police to appear in editorial. 

VicHealth Gender Equality - Wanted to promote gender equality. Initial brief was digital only. Client ended up booking a comprehensive print and digital campaign. Digital resulted in a 0.79% CTR on desktop and 0.96% on mobile. They also booked 10 press ads aligned to AFLW content.

  • "Amazing, Brilliant." - VicHealth
  • “This is Fantastic! The client will be very happy.” - Trent Light, Dentsu Mitchell

Priceline - sponsored the AFLW season launch liftout and double page Bulldogs team poster. The client was so pleased with the results that they sponsored an additional special 8-page souvenir liftout that ran in Herald Sun sport.

iSelect - Wanted to leverage their existing sponsorship of the Melbourne Football Club women's team by aligning themselves with a team poster in the Herald Sun. 

Collingwood Football Club - Collingwood Football Club drove membership awareness to help build their fan base by sponsoring the team photo in the Herald Sun. 

Porter Davis - Sponsored the grand final winners poster to market their 'Respect' campaign. 

AFL - “A quick note to thank and congratulate you guys on a fabulous liftout for the start of the AFLW today. It’s terrific, and the work of a real partner. Appreciate it.” AFL CEO Gillon McLachlan.


Contact

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