50,000 hand-wrapped copies of The Daily Telegraph this week featured gold-foil masthead
Hand-crafted 3D gold-coloured paper eagle inserted in today’s paper
The Daily Telegraph this week launched 50,000 high-gloss premium wraps of the paper featuring a gold-foil masthead – normally the preserve of high-end magazines – for the first time in its 140-year history.
The Monday-Friday special edition commemorates the new partnership between The Daily Telegraph and Racing NSW to mark the inaugural Golden Eagle Day at Rosehill Gardens this Saturday.
The five-day, special print run culminates today when 10,000 copies of The Daily Telegraph’s print editions will feature an exquisite, hand-made 3D pop-up Golden Eagle on pages 2-3. Every copy of the 50,000 newspapers to be printed have been hand-wrapped every night.
News Corp Australia accessed various data sources with Racing NSW to determine where these gloss wraps and the eagle landed. By combining this data individual newsagents that fell within the target market were identified to maximise impact.
The Daily Telegraph’s editor Ben English said the special editions were available in selected parts of metropolitan Sydney, as well as areas including Wollongong and along the Central Coast.
“Using data in this hyper-local way means we ensure we’re speaking directly to our readers and delivering maximum value, on top of all the stories that matter most on any given day,” he said.
“And it helps our commercial partner by ensuring attendances to the racing calendar’s newest and best racing meet are as strong as they deserve to be.
“The Daily Telegraph has a large, loyal and passionate racing readership so it is fantastic to be able to offer something exciting and innovative in our newspaper for them.”
News Corp Australia’s managing director, The Australian, NSW & Prestige Titles, Nicholas Gray, said the campaign built on a series of print innovations to enhance commercial outcomes.
“News Corp Australia continues to push the boundaries with advertising innovation in print,” he said.
“Newspapers are particularly known for delivering scale and impact in a trusted environment. With this gloss wrap and unique pop-up we have demonstrated we can also deliver innovation to drive a commercial outcome for our clients.”
The new landmark racing event at Rosehill Gardens in Sydney’s West features the debut run of what is already the nation’s third-richest race meeting, the 1500m, $7.5 million Iron Jack Golden Eagle for four-year olds.
The winning horse’s owner’s charity of choice will be donated 10 percent of the prize money.