Newspaper publishers are pointing to a highly successful sales campaign for Penfolds last year in a bid to position themselves as a key platform for alcoholic beverage companies.
The Treasury Wine Estates promotion last year offered newspaper readers a discounted Vintec wine cabinet with the purchase of six bottles of high-end Penfolds wine.
The promotion resulted in 12,000 cabinets being shipped in a month - the number that Vintec would normally sell in an entire year.
APN News & Media, Fairfax Media, News Corp Australia and West Australian Newspapers (Seven West Media) have united in a bid to spruik the influential nature of newspapers and their ability to deliver a key audience for alcoholic beverage companies.
Newspaper media readers are 17 per cent more likely to buy wine to drink at home than non-readers, according to The Newspaper Works, the industry body that represents them.
“Newspapers have been influential since their inception. History shows that great mastheads have opinions and are unafraid to share them. Today, in the age of digital communication and media fragmentation, newspapers have maintained and grown their influence in our society,” The Newspaper Works CEO Mark Hollands said.
An ad campaign will launch the new positioning and features a series of real examples of influence that have achieved tangible outcomes.
The campaign, created by The Hallway, will appear in print and digital editions of newspapers and marketing trade media.
