News Corp Australia launches new 'Run Wild' newsagent retail promo via Archibald / Williams

Screen Shot 2014-08-08 at 7.51.07 am.jpgNews Corp Australia has partnered with BBC Worldwide and Sir David Attenborough to launch the 'Run Wild' retail promotion giving readers the opportunity to collect DVDs from the world renowned BBC Earth collection.
The national campaign via Archibald / Williams, is being promoted through print, social, digital and TV advertising and PR. The campaign encourages families to rediscover the natural world around them.

Attenborough in Paradise.jpgThe David Attenborough DVD Essential Collection series will be available exclusively through newsagents with the purchase of a News Corp Australia metropolitan and regional newspaper from Saturday 9 August (Herald Sun, Geelong Advertiser and The Mercury) and then from Sunday 10 August (all other News Corp Australia titles), for the next two weeks.
News Corp Australia's group marketing director Damian Eales said he was excited to re-introduce readers, both young and old, to Sir David Attenborough through this 'Run Wild' campaign.
Says Eales: "This campaign is all about giving our customers even more value from their local newspaper and by partnering with BBC World and Sir David Attenborough, who personally curated the collection. I know our readers will love it.

"We hope to spark curiosity in the next generation in the natural world around them, which can start in their own backyard."
The campaign has been launched in conjunction with research commissioned by News Corp Australia that found:
    • 92 per cent of parents agree that it is important for children to understand the natural world and the animals in it
    • 70 per cent of parents with children under the age of 10 have watched a documentary with their family over the  last three months
    • Almost 40 per cent of parents consider watching documentaries as one of the best ways to learn about nature and animals
Life in Cold Blood.jpgThe first DVD and collector's edition case will be free with the purchase of the Herald Sun and The Mercuryfrom 9 August and then The Sunday Telegraph, Sunday Mail (SA), The Sunday Mail (QLD), The Sunday Territorian on 10 August. Subsequent books will sold for $2.50 every day for two weeks thereafter in all News Corp Australia metropolitan dailies; as well as regional newspapers including the Geelong Advertiser, Gold Coast Bulletin, Townsville Bulletin and The Cairns Post.
The Sunday Times in WA will launch its promotion on Sunday 10 August with two DVDs available for $2 each on the subsequent Sunday's until 31 August.
Social media activations will be supported with the hashtag #curiouskids while the PR campaign sees a media roadshow with Oscar and Emmy winning cinematographer Jim Frazier.
Creative agency: Archibald Williams
Media agency: UM
Production company: Windows Productions
Post-production studio: Cutting Edge
Post-production studio: Method Studios


Minty fresh said:

Love the Attenborough, saw the Holt Street entrance is now a jungle. Good on ya A/W. Tops.

Leave a comment