Magazine article Marketing

Guardian Joins Promo Market

Magazine article Marketing

Guardian Joins Promo Market

Article excerpt

The Guardian and Observer newspapers enter the cut-throat world of readers' travel promotions this week, following a lead set by their right-wing broadsheet counterparts the Daily and Sunday Telegraph and the Sunday Times.

The World in a Weekend promotion breaks this Saturday, and readers of both the Guardian and the Observer will be able to collect tokens for up to 20% off city breaks through travel agent Regent Travel.

The promotion dwarfs all previous reader promotions run by the Guardian.

"The scale of promotions has to be that much greater now to make an impact," said Guardian and Observer marketing director David Brook.

Brook says the promotion aims to increase both frequency of purchase, as well as the number of people buying both titles.

To get maximum value from the offer, readers will have to buy a combination of the two papers. The group has the lowest level of duplicate purchase between the daily and Sunday versions of any of the national newspaper groups.

The promotion was conceived in association with the Guardian's sales promotion agency KLP.

"Below-the-line is playing an increasingly important role in the Guardian's marketing activity," said KLP senior account director Sally Meade. …

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