News Corp Australia partners with Disney for major retail promotion via Archibald Williams
News Corp Australia has partnered with Disney to offer readers a library of Read to Me Storybooks and CDs as part of a major retail promotion via agency Archibald Williams.
The Read to Me Storybooks and CDs include such Disney classics as Bambi, Peter Pan and Snow White, together with contemporary hits Cars, Toy Story and Monsters, Inc. The storybooks make learning to read fun while the CDs recapture the magic and delight of the films with the original character voices and sounds from each movie.
The collection, totalling 14 Read To Me Storybooks and CDs in all, will be available through newsagents and Coles and Woolworths supermarkets with the purchase of News Corp Australia’s metro and regional newspapers.
The first in the series is Frozen, which, together with a Collector’s Case, comes free with each newspaper. Subsequent Storybooks & CDs will be available for $2.50 each over the following two week period.
The series launches as follows –
Sunday February 1 – The Sunday Times
Saturday February 7 – The Advertiser / Sunday Mail, NT News / Sunday Territorian, Mercury / Sunday Tasmanian
Sunday February 8 – The Daily Telegraph / The Sunday Telegraph, Herald Sun / Sunday Herald Sun / Geelong Advertiser, The Courier-Mail / The Sunday Mail / Gold Coast Bulletin / Townsville Bulletin / The Cairns Post
Says Damian Eales, group director – marketing, News Corp Australia: “With all of the distractions of modern life, the value of reading and the issue of childhood literacy has never been more important.
“Our Disney collection will help parents and grandparents establish the ritual of reading with children. And what better way to do than through the magic of Disney’s stories, both old and new.”
The campaign is being supported by a national TVC, OOH, social media advertisements and in-paper promotions.
Client: News Corp Australia
Creative agency: Archibald Williams
TV Production: FSM
Media agency: UM