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Spectator Group : Compact Launch

As one of Northern Ireland's last remaining broadsheet weekly newspaper groups, the Co Down Spectator and Newtownards Chronicle were planning to change over to compact (tabloid) size and wanted to make a big splash.

ASG were commissioned to devise a high profile launch campaign to promote awareness of the new compact size among current and potential readers in the Bangor, Ards and North Down area, as well as major advertisers and advertising media buyers.

A simple and eyecatching outdoor campaign was targeted as providing a value for money solution, aimed at 48 sheet and adshels on main commuter routes and major roads around Bangor, Holywood and Ards. On launch day, mobile Advans were also used around the two towns.

A team of promotional staff wearing branded t-shirts were employed to distribute free copies of the new-look newspapers on the first day of publication. The bus and train stations and a range of shopping centres and high street locations in Ards and Bangor were targeted throughout the day.

In order to raise awareness among key advertisers and media buyers, a promotional drop of freshly cooked "Dinky Donuts" was arranged, along with rate card information and sample newspapers.

In order to raise awareness in local newsagents and supermarket retailers and to attract the attention of readers to the new-look paper, bunches of promotional helium balloons were delivered with the papers.

PR awareness was generated both in the papers themselves and also in the main daily business press. A launch photo featuring the family owners was carried in the Irish News.

A children's Cup Reporter and Junior Snapper competition were devised and launched in the first compact edition, with involvement from Best-selling Author and Screenplay writer, Colin Bateman, a former Deputy Editor of the Co Down Spectator. An interview with Colin Bateman was arranged for BBC Radio Ulster's Good Morning Ulster programme. Following a promotional drop of "Dinky Donuts" to Cool FM, strong coverage was also achieved on the Pete Snodden Breakfast Show.

The PR team compiled a launch edition editorial feature using testimonial from past journalists who have gone on to work in national media, as well as local business leaders and local politicians.

Brian Sloan, Advertising Manager Spectator Newspapers said, "Thanks for all your help. It was a very positive day all round and the papers have been very well received".