News Corp Plays On French President’s “Delicious Wife” Remark In Campaign By The Works

Publishing giant News Corp Australia has announced the launch of its latest subscription driver marketing campaign via The Works.

News Corp continues its bold use of wordplay in the campaign to channel a playful spirit featuring political leaders, current issues and celebrities leading the news of the day.

The latest dual citizenship saga prompted ads in today’s papers to read: “Here’s a dual offer you’ll want Bill – News AND a tablet.”

And with federal Treasurer Scott Morrison presenting the Budget earlier this week, the campaign headlined with, “Great Scott! Get the budget news on your new tablet.”

Further creatives over coming weeks are expected to feature the upcoming wedding of Prince Harry with, “Get all the news on your new tablet. Harry up and get it”; the return of Matt Preston on TV, with News Corp asking if you’re “Hungry for more news?”.

The leader of the Opposition also gets another mention with, “You’ll never be Shorten news with your new tablet”; and the piece de resistance (see main image) is of Prime Minister Malcolm Turnbull, his wife Lucy and French president Emmanuel Macron with the caption, “Get an Eiffel of news on your new tablet. Now, that’s delicious!”

The campaign is one of News Corp’s four key bundled subscription acquisition campaigns each year, designed to convert considerers to high-value subscribers by adding further value to its news products.

Readers who sign up to a 12-month digital subscription of any of News Corp’s 10 mastheads receive a Samsung Galaxy Tablet A 8.0 worth $299.

The media strategy for the Samsung Tablet offer includes digital and print advertising across all metro and regional mastheads and sites (including home page takeovers on sites); inserts in paper; social media and PR; video; editorial content and 15-second TV and radio commercials; as well as OOH through roadside digital panels in Sydney, Melbourne, Brisbane, and Adelaide.

The campaign will run until early June, encouraging people to subscribe before the end of financial year.