The Newspaper Publishers’ Association is out to prove that print still works, and today it's launching a fresh campaign playing on the emotional connection Kiwis around the world have with New Zealand.
Called ‘Kiwis Together', it promotes the role newspapers and their online entities play in that bond, and includes a rather generous offer of a return trip for two to London for the advertising agency executive that gets most of his/her friends overseas to enter a competition for Kiwis living in London.
Starting Monday October 17 and running until Sunda October 23, continuous headlines from NZ newspapers will be screened on a digital billboard in London, and Kiwis (or lovers of New Zealand) will be invited to have their photo taken in front of the billboard and post it on the campaign Microsite.
Those that can’t get to the billboard will be able to take a photo with next Wednesday’s issue of the London Metro, a free magazine with 2,020,000 London eyes every week.
A lucky draw will provide the winners with a return trip from London to New Zealand.
Meanwhile, the campaign will invite advertising agency executives to submit names of their friends in London and the one who encourages the most people to enter will win the return trip to London.
NPA chief executive Tim Pankhurst said the campaign, devised by Special Group, grew out of research conducted for the NPA by AC Nielsen, which demonstrate New Zealanders overseas have a very strong emotional connection with their hometown newspaper, and the availability of those papers online meant that newspapers are now reaching a global audience rather than simply tapping into local readers.
This story originally appeared on StopPress.