American Express takes over NSW’s The Daily Telegraph on behalf of local businesses

As part of its sponsorship for this years’ ‘Shop Small’ initiative, American Express has taken over today’s The Daily Telegraph (3rd November), purchasing the majority of advertising inventory and gifting the space to its small merchants, giving them the chance to promote their business in New South Wales’ best-selling newspaper.

The initiative is the first time in Australia that an advertiser has underwritten the majority of advertisements on behalf of its partners. In addition, American Express has taken a ‘platinum wrap’ of the paper, launching the movement with a note from its Australian managing director Rachel Stocks.

Building on the success of last year’s ‘Shop Small’ which encourages Australians to shop local and support small businesses, News Corp Australia will be the official media partner for the 2014 campaign, which will again make November a ‘big month for small businesses’.

Says Fiorella Di Santo, News Corp Australia’s group director of sales: “We are very proud to be partnering this great initiative, encouraging our loyal readers to explore their local community and support their local businesses.

“At News, we seek to strengthen the communities in which we operate. The groundswell of support for Shop Small demonstrates just how much we all value the role local businesses play in the community. With an audience of almost 1.2 million for The Daily Telegraph, this great month-long campaign prompts us all to put that support into action and spend locally.”

Says Sian Chadwick, vice president marketing global merchant services, American Express: “As one of Australia’s largest media companies, and reaching the greatest number of people in our target market, we are thrilled that News Corp Australia is an official media partner for Shop Small 2014.

“Shop Small is all about supporting small businesses and reminding Australians of the value they bring to our communities; it’s fantastic that News will help us get this important message out there. 

“We’re aiming to generate mass awareness of the Shop Small movement, and provide value to our small merchants. We’ve purchased as many ads as we could get our hands on – that’s every ad in Monday’s Early General News section – and donated them all to our small merchants, to help drive customers into their stores during November.”

Says Brett Clegg, News Corp Australia’s NSW state director:  “Innovation has been a significant focus editorially and commercially for The Daily Telegraph over the past 12 months. This initiative highlights the kind of collaboration that we deliver when the central idea is aligned with our brand values and audience.

“The concept from American Express to purchase and donate such high value advertising inventory to local businesses across NSW was a compelling one which we readily embraced. We are absolutely delighted to be a partner on such a unique, clever and high-impact campaign.”