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

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