Monday 24 July 2017

INM celebrates 'power of print' with an innovative advertising campaign

INM Group Advertising Director Karen Preston (right) with the winners of the trip to the Cannes Lions festival, Aisling Baker from Starcom and Brian Carolan from PHD
INM Group Advertising Director Karen Preston (right) with the winners of the trip to the Cannes Lions festival, Aisling Baker from Starcom and Brian Carolan from PHD

Over 200 marketers and media industry professionals gathered at Dublin's Royal Hibernian Academy on Thursday as Independent News & Media (INM) celebrated 'the power of print'.

INM, the publisher of this newspaper and Ireland's largest news and media group, explained the reasons behind an innovative anonymous advertising campaign that ran throughout November.

The campaign successfully brought print into the world of digital natives. Eye-catching print ads invited named industry professionals to join in 'an exciting journey' by visiting a dedicated website where they would be in with a chance of winning one of two tickets to creativity festival Cannes Lions 2017.

Later INM revealed itself as being behind the campaign, demonstrating that it was a print newspaper ad that had brought media planners, buyers and industry professionals to the website, proving the influence of print media, and supporting the recent 'Book of Evidence' market research conducted by INM.

"This event was another step on the journey we want to take marketers on. We wanted to drive the message and prove that Book of Evidence finding that print is an integral part of the marketing mix, driving 10pc of all landing page visits," INM Commercial Director Geoff Lyons said.

"As the leading media organisation in Ireland, it is important that we provide insightful information on the print industry and the benefits it continues to offer in a challenging environment."

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