Harnessing the inspirational connection between kids and animals

News Ltd run 5-6 promotional retail campaigns per year to drive acquisition and trial of their publications. In August we launched the David Attenborough campaign where the emotional connection between children and animals, plus their parents’ nurturing spirit encouraged purchase of the News mastheads across the country to obtain the 14 part DVD collection.
This integrated campaign involved TVCs, press, online, instore point of sale and eDMs to reach our core target of young families.