AFLW Liftout & Supplements
2018 Finalist

AFLW Liftout & Supplements

Herald Sun

Melbourne, Australia

Category Print

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 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.


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

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