Three Australian publishers have taken out first prize in their respective categories at this year’s INMA Awards, announced yesterday in New York.
Judges assessed 578 entries from more than 190 media organisations across 38 countries. Each shortlisted entry was ranked first, second or third in each category at the ceremony.
There were separate divisions within each category for publications that reach a larger audience, Group 2, and publications that reach a smaller audience, Group 1 – a circulation under 300,000, or a unique online readership of fewer than three million.
The Gympie Times received first place in the Best Idea to Encourage Print Readership or Engagement category for smaller publications.
It was recognised for Project Engage, a marketing strategy which included a redesign of the newspaper to focus on “hard-hitting, dynamic front pages” and heavier use of social media content, reader reaction to which was reflected back into the print product.
The paper also ran more campaigns to promote the Gympie CBD, flood mitigation and to push for new road infrastructure. Project Engage delivered 65 per cent more Facebook likes, giving readers more input into the newspaper, and a year-on-year profit increase of more than 40 per cent. The paper took out The Newspaper Works’ PANPA Newspaper of the Year, Community, last year.
APN’s Australian Regional Media division achieved first place in the Best Idea to Grow Single-Copy Sales category for smaller publications, recognised for its Prehistoric Dinosaur Collection giveaway.
That promotion saw more than 800,000 dinosaur cards, with an image of a dinosaur and a fact file, distributed to readers across Queensland and northern NSW. Readers could redeem a token and receive two cards every day for 30 days.
The dinosaur collector cards contributed to increased retail sales and a large number of readers attended card swap meetings organised by individual APN mastheads. The tie-in was supported by editorial content, an online microsite with trivia challenges and games, and figurine giveaways with a total prize value of $14,000.
Adelaide’s The Advertiser and Sunday Mail shared first place in Best Marketing Solution for an Advertising Client in the category for smaller publications, recognised for its execution of an ad campaign for the Clipsal 500 motor race.
The News Corp Australia papers utilised feature editions and wraps with editorial content to promote the race. Native long-form content focused on a hot lap of the racetrack, incorporating video and social content.
Fairfax Media was one of seven winners of the Global Innovation Award for their Brand Discover native advertising product, while News Corp’s social media curation company Storyful took out the first place.
Australian outlets also honoured were:
- The Daily Telegraph, third place in Best Public Relations or Community Service Campaign and second place in Best Use of an Event to Grow a News Brand for their Fair Go For The West campaign, Group 1
- News Corp Australia metro tabloids, second place in Best Idea to Encourage Print Readership or Engagement for their Sir David Attenborough Essential Collection promotion, Group 2
- traveller.com.au, third place in Best Idea to Grow Digital Audience or Engagement, for their Travel Bug Competition interactive marketing campaign, Group 1
- The Sunshine Coast Daily, third place in Best Use of Social Media for their highly successful social media strategy, Group 1
- APN Australian Regional Media, second place in Best Idea to Grow Single-Copy Sales for their Free Seeds Giveaway promotion, Group 1
- APN Australian Regional Media, third place in Best Idea to Grow Advertising Sales or Retain Advertising Clients for its advertiser bundle deals
Across the Tasman, Fairfax NZ won second place in the Best Idea to Grow Advertising Sales or Retain Advertising Clients category, Group 1, for its AdPlan National Frequency Plan initiative.
This saw the publisher’s advertising frequency plans audited and updated for a consistent look across each publication, and brought under the AdPlan brand and methodology.
The AdPlan initiative has driven almost $1.9 million of new revenue through the expanded AdPlan program.
Singapore Press Holdings took out second place in the Best Use of an Event to Grow a News Brand, Group 2, for its See The Big Picture campaign. See The Big Picture featured artist Stephen Wiltshire, who drew the Singapore cityscape from memory.
The campaign was organised in celebration of Singapore Press Holdings’ 30th year, and the finished panorama was presented as a gift to the nation on Singapore’s 50th birthday.
The media organisation also saw success with its The New Paper Big Walk 2014 campaign, in Group 2 of the Best Idea to Grow Subscription Sales category. The Big Walk is a mass walking event held annually since 1991, with 18,000 participants last year.
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