News Corp Australia has partnered with 7NEWS, Nova FM and Helloworld Travel in a cross-channel pre-promotion to launch its last retail tentpole campaign, The Classic Adventures of Paddington Bear Book Collection.
The creative cross-channel consumer marketing campaign includes call-outs on 7NEWS and NovaFM, as well as print and digital advertising in News Corp’s Australia’s metro mastheads – The Daily Telegraph, Herald Sun, The Courier-Mail and The Advertiser.
Consumers are asked to watch 7NEWS each night for one week in June to receive a code word and enter online at novafm.com.au for the chance to win a family trip to London – the home of Paddington Bear.
One winner from each state will be announced on air during the Nova Radio Breakfast Radio program by Fitzy & Wippa in Sydney; Chrissie, Sam & Browny in Melbourne; Ash, Kip, Luttsy & Susie in Brisbane and Dylan & Hayley in Adelaide. Plus every day of Paddington Bear week NovaFM is giving away $500 and the complete Paddington Bear Book Collection to one lucky winner.
News Corp Australia general manager of retail sales and marketing Ben Keating said: “We are excited to join forces with 7NEWS, NovaFM, and Helloworld Travel for the first time, to magnify the exposure of our retail offer and build an engaged and loyal audience of consumers.
“We expect that utilising multiple platforms including TV, radio, digital, print, social and in-store promotions in a creative and engaging way will deliver strong results for our partners and mastheads, driving foot traffic to participating newsagents, Woolworths and IGA supermarkets while stocks last for the Paddington Bear books.
“This is also the first retail campaign which truly leverages at scale News Corp Australia’s extensive multimedia network, network of businesses and audience reach.”
HarperCollins, publisher of the Paddington Bear books will promote its ‘A Bear Called Paddington’ collection at heavily discounted prices exclusive to News Corp Australia subscribers through Rewards+.
Foxtel will broadcast Paddington Bear movies and realestate.com.au will publish supporting lifestyle content across their site including ideas for creating libraries and reading spaces in the home.
Each masthead will also produce local initiatives in their newspaper to engage readers and their children, including Paddington Bear bookmarks, Paddington Bear Growth Charts and activity sheets including tips on creating Paddington Book themed parties.
Keating added: “As a company of storytellers, we are passionate about encouraging adults and children to embrace their love of reading and sharing news and stories. If this campaign makes a positive impact on children’s literacy levels, then we will all be proud of that.”