Herald Sun digital pass kicks off with $5million marketing campaign via AJF Partnership & Mark

Today, as part of one of the biggest and most far reaching campaigns in the history of the Herald Sun brand, the newspaper has published an 8-page uncut super poster featuring the 2012 AFL fixture – which will allow readers to “See the whole season unfold”.

Following two weeks of promotion via print, social media, PR, search and outdoor, the television campaign will launch this Thursday, March 29, in a series of 30 and 15 second advertisements across TV and digital mediums developed by creative agencyAJF Partnership, Melbourne.

Kent-Giles said the wide-reaching campaign would be hard to miss over the nexttwo weeks.

She added: “We are delivering over 300 communication impacts for every person aged 24-49 in Victoria, across all media. Zenith Optimedia is behind our wide reachingmedia strategy.”

The campaign – which has been six months in the making – has also included communicating with loyal subscribers via direct mail and email, and using databases to talk directly to key target audiences.

Digital and direct agency Mark developed the full suite of digital and direct communications, including online displays, eDMs, DM, landing and campaign pages to drive take up of the free trial as well as all ongoing customer comms. 

Leading consultancy Edelman has also contributed to the below-the-line PR activity.

“There’s more than 6,300 search terms we’re bidding on and over 1.5million eDMs

sent,” Kent-Giles concluded .

Campaign credits: