News LTD – Daily Escapes

The Challenge:
Newspaper sales had been declining at an alarming rate of about 10% per year. Some of this drastic decline is due to a shift to online editorials but the overwhelming majority is a straight loss to other free online news outlets.

The Solution:
We needed to develop a series of incentives to give shoppers a unique reason to pick up each day’s paper in petrol and convenience outlets.

The Idea:
“Daily Escapes” gave consumers the opportunity to win a different prize each day for 3 weeks. Each week was themed around different editorial pillars such as Health & Fitness, House & Garden and Food & Wine.