The Age calls its ‘coffee army’ to attention with new promotion via ST&P Melbourne
The Age is following on from the recent success of the inaugural (Melbourne) magazine Coffee Army Handbook, with a free coffee promotion for readers.
The “Your Next Shot Is On Us” promotion was developed to further leverage the Coffee Army concept by providing readers with a “buy one coffee and get one free” offer valid at a selection of the cafes featured in the Handbook including The Final Step, Three Bags Full and Social Roasting Co.
The vouchers will be available in this weekend’s The Saturday Age and The Sunday Age. These vouchers are to be presented at the participating cafes, and are valid until April 15 allowing the reader to redeem this offer multiple times during the two-week period.
Says Melbourne Publishing marketing director Briony Amey: “Melburnians are completely passionate about their coffee which is why the Coffee Army was such a great success. The calibre of cafés that have come on board and the positive feedback they have provided is very exciting and it’s a great way to reward our readers.”
The campaign will be promoted in The Age, print and online, via the (Melbourne) magazine’s blog and database, as well as sbs.com.au and 3AW. Participating cafes will be provided with point-of-sale collateral and also encouraged to promote this offer via their social media channels.
“Ever since the Coffee Army Handbook was released we’ve seen a noticeable increase in business, and as a social enterprise, we’re thrilled to be the part of this promotion,” said Alex Shead, CEO of Social Roasting Company.
Credits
Agency: ST&P
Art Director: Jay Lazaro
Copywriter: Simon Gross
Typography: Chris Howard
2 Comments
Can the coffee army please look at NSP (non solo pasta) in docklands. Dont know how Elements made the list but NSP is a new player who leaves the others in their crema wake
Bad promo. Why send them away with a t/o coffee ina cardboard cup. Don’t you want new bus????