PostScript: News Corp in new plan to boost revenue
Media and Marketing
NEWS Corp's latest results show that some interesting tactics are being employed at Rupert Murdoch's media empire to try and compensate for failing advertising revenues.
While unveiling earnings that came in at the bottom end of expectations, the company also revealed that it has launched its own advertising network to service its newspaper and digital titles. Chief executive Robert Thompson said the group was "discontinuing arrangements with third-party ad networks".
Other new customer-grabbing initiatives include the recent acquisition of the mobile rights to English Premier League football. The company is offering near-live match highlights from all 380 matches on the internet and on mobile devices – but only to newspaper subscribers, in an effort to attract digital readers to its newspapers.
The content is available to subscribers of the UK 'Times', 'Sunday Times' and 'The Sun'.
RYANAIR GETS IN THE SADDLE
RYANAIR has announced it will sponsor the final day of the Leopardstown Christmas Festival . The event includes three races, one of which has been christened the 'Ryanair Hurdle' (formerly the Istabraq Festival Hurdle). To celebrate, Ryanair passengers travelling to Ireland over Christmas will be able to buy two tickets for the price of one for the December 29 race day.
SPLASHING THE CASH AT METEOR
CHRISTMAS campaigns are now in full swing and one standout this year is Meteor, which, under the tagline 'Get Christmassed', is offering a free prize draw worth a cool €1m – the brand's largest ever giveaway. Customers will win free credit every minute of each day until December 29 at midnight. There is also a €25,000 grand prize draw each week.
The campaign is featuring across national TV, cinema, radio and press as well as outdoor and digital mediums.
There's even a roadshow taking place featuring a giant igloo, where customers can play a cash-grab game in which there's €20,000 worth of prizes to be won.
KITTENSOFT ROLLS OUT AGAIN
KITTENSOFT is re-launching in the Irish market, backed by a marketing campaign worth €1.5m. The product now boasts new packaging, which was devised by Dublin agency Huguenot.
The central pillar of its campaign is a 30-second TV ad created in France by advertising agency Leo Burnett, with media buying handled by Zenith Media. The re-launch is also being supported by in-store promotions, a social media campaign and a PR campaign headed up by Unique Media.
The re-launch also includes a new promotion with RTE interior design star Karl Fradgely, who is launching the inaugural KittenSoft Best Bathroom Awards.
RON BURGUNDY JOINS THE CLUB
ONE of the biggest campaigns to hit the market this month is a team-up between drinks manufacturer Britvic Ireland and the makers of 'Anchorman 2', which premieres next week. Will Ferrell's Ron Burgundy character is gracing over three million bottles of Club Orange, Club Diet, Club Rock Shandy and Club Lemon.
Britvic Ireland is working with Chemistry agency on the advertising side. Its media partner is Mindshare, while BTL Partners has stepped in as brand image consultants, MCsquared is acting on the media side and UTV off-shoot Simply Zesty is handling digital marketing.
MCKENNA IS ON THE BALL FOR GAA
The man who put the bounce back into one of Ireland's most beloved sporting organisations was named Marketer of The Year at a ceremony in Dublin yesterday. The prize went to GAA commercial director Peter McKenna who is also stadium director of Croke Park. The judges noted his unique marketing of the GAA and Croke Park Stadium.